The University in a World of Digital Technologies: Tensions and Challenges

Nguyen, Dang

doi:10.1016/j.ausmj.2018.05.012

Cited by 28 publications

(24 citation statements)

References 27 publications

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“…However, Le et al (2019) noted that electronic word-ofmouth (eWOM) on cyberspace to be the most effective information sources to influence the students-HEI relationship. Even though the students are the most influential contributors to online reviews for HEIs, students' eWOM behaviour in the HE context has been largely disregarded (Nguyen, 2018).…”

Section: Introductionmentioning

confidence: 99%

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Perera

Nayak

Nguyen

2021

IJEM

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PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

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Section: Introductionmentioning

confidence: 99%

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Perera

Nayak

Nguyen

2021

IJEM

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“…According to the position of Zulfikar et al (2018) higher education has always been an area with a unique character in terms of organizational model, key processes and objectives compared to other areas. The value and impact of digitization has a different meaning for each university and usually depends on the legal and social environment in which it operates (Nguyen, 2018), but also on the perceptions that have been formed in each university. Peruta & Shields (2017) point out that the reasons why universities use Facebook and social media are to communicate with students and alumni, to promote university news, to promote academic work, to promote research, and to recruitment of academic staff, while the context of digital marketing strategy, as reported by Carnegie Dartlet (2020), most of the actions of any higher education organization are aimed at turning internet users into visitors of its websites, so the effort to optimize websites is a crucial process because the ranking in first places of the machines secures thousands of visitors to them.…”

Section: Literature Reviewmentioning

confidence: 99%

Perceptions of Marketing & Digital Transformationin Greek Public Higher Education Organizations in the Context of Digital Darwinism

Makrydakis

2021

jmer

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Objective: Marketing and digital transformation in the public institutions of higher education in Greece, have key role in the context of the digital revolution. The study aimed at investigating the perceptions and views explicitly or implicitly of the management of Greek public universities regarding the need to adopt new practices such as marketing and its digital transformation and to find out the factors that shape perceptions. Research Design & Methods: The study adopted a quantitative method conducting in-depth interviews with rectors and vice-rectors of 10 representative Greek Universities. Findings: Results indicated that administrators believe that marketing and its digital transformation have great impact in attracting students and that the duration of the operating time of a university is directly related to the formation of perceptions about marketing and digital transformation in the context of Digital Darwinism. Implications & Recommendations: Universities will be able to understand the extent of their reaction to the adoption of new applications such as marketing. Contribution & Value Added: The present study is primarily a useful tool for public university administrations in their efforts to adopt marketing practices to understand which areas to focus on in order to effectively implement marketing and its digital transformation. The study also provides them with the tools to easily recognize their degree of maturity in terms of their culture and perceptions towards the application of marketing practices. In addition the study enriches the literature on the management field of higher education institutions. It highlights factors such as the duration of operation, the geographical location and the size of a university compared to administrative practices.

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“…Ratzinger, Amess, & Greenman [7] analyzed the correlation between obtaining higher education by start-up founders and the probability of providing equity investment and the return for investors. Dang Nguyen [8] demonstrated the importance of higher education institutions in training personnel capable to adapt their skills to the changing nature of work. The research carried out by Rudenkol, Larionova, & Zaitseva [9] proved the necessity of applying new methods and using digital teaching material in building professional competences in higher education institutions.…”

Section: Iiliterature Reviewmentioning

confidence: 99%

Developing Digital Competences for the New Industrialisation Model

Astafurova¹,

Klyueva²,

Medintseva³

2019

Proceedings of the 2nd International Scientific Conference on New Industrialization: Global, National, Regional Dimension (SICN

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Department of information systems and mathematical modeling Volgograd Institute of Management, Branch of RANEPA Volgograd, Russia astoa@vlgr.ranepa.ru Klyueva I.A. Department of information systems and mathematical modeling Volgograd Institute of Management, Branch of RANEPA Volgograd, Russia Medintseva I.P. Department of information systems and mathematical modeling Volgograd Institute of Management, Branch of RANEPA Volgograd, Russia Abstract -The authors research the importance of higher education in solving issues arising in personnel training and development during the transition period of Russia's economy towards the new industrialisation model. Due to the digital economy development and the increasing role the digital technologies play in different human activities, new approaches to training competent employees are required.The article presents the analysis of the existing higher education standards and information technology courses and suggests a number of improvements to the higher education policies to ensure the digital competences development.The present study complies with the Digital Economy Program approved by the act of the Russian Federation Government on 28 July 2017 # 1632-p and announcing the personnel training quality as one of the key priorities.

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The University in a World of Digital Technologies: Tensions and Challenges

Cited by 28 publications

References 27 publications

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Perceptions of Marketing & Digital Transformationin Greek Public Higher Education Organizations in the Context of Digital Darwinism

Developing Digital Competences for the New Industrialisation Model

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