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Direct linkJan, Muhammad Tahir; Ammari, Djihane – Journal of Marketing for Higher Education, 2016
This paper mainly aims to identify the impact of online advertising on students' decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it…
Descriptors: Foreign Countries, Advertising, Internet, Student Attitudes
Peer reviewedGoldsmith, Ronald E.; Lafferty, Barbara A. – Internet Research, 2002
Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads…
Descriptors: Advertising, Higher Education, Hypothesis Testing, Internet
