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PurposeThis study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of universities by concentrating on students’ e-learning, e-word of mouth and satisfaction.Design/methodology/approachThe target population was the students of public and private universities in Pakistan. Data collected using an e-questionnaire by 408 students were subjected to PLS-SEM for analysis.FindingsFindings revealed that ICT, e-service quality and e-information quality are positively contributed toward students' e-learning which ultimately leads to create positive e-word of mouth and students' satisfaction. Meanwhile, results also identified that e-word of mouth and students' satisfaction lead to generate a positive brand image of universities.Practical implicationsThis study has unique implications for universities to develop an e-learning platform to facilitate their students in this situation of COVID-19. It provides guidelines for educational institutions to implement the learning management system effectively with a view to facilitate the students with education.Originality/valueThis study has novel contribution in literature in the domain of digital learning. It is unique in a way to integrate the usage of technology with students' e-learning and satisfaction that ultimately create brand image of universities.

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