The enrollment decision-making process of a master of business administration (MBA) applicant contains multiple factors. Social influences from group memberships, marketing ads, and socioeconomic status carry varying amount of influence on the individual's choice for an MBA program. It is unknown what impact informal leaders, interpersonal influence, and word-of-mouth communication, both in person and electronic, have on a prospective MBA applicant's enrollment decision-making process. This study examines the ways word-of-mouth marketing, marketing ads/messages, and applicants' socioeconomic status influence their enrollment decision. This qualitative case study investigated the individual's social identity, social networks, and marketing tactics to determine the potential interpersonal influence found therein that affects the enrollment decision-making process. Data were collected through semi-structured interviews, a focus group, and observations. The findings reveal that the impact of those in social and professional networks as well as the individual's personal development goals were the most influential, followed by the marketing ads and online reviews. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]