E-WOM in the Digital Age: Its Influence on Marketing Strategies for Higher Education Institutions in Navi Mumbai

Abstract

In an increasingly digital academic ecosystem, electronic word-of-mouth (e-WOM) has become a pivotal determinant of institutional reputation and student decision-making. This study investigates how Higher Education Institutions (HEIs) in Navi Mumbai strategically leverage e-WOM for brand positioning, trust building, and enrolment enhancement while mitigating the reputational risks of negative discourse. Employing a mixed-methods design, the research integrates quantitative survey data (N = 384 students) with qualitative content analysis of institutional marketing materials and online reviews.

Quantitatively, psychometric validation ensured internal consistency across six constructs—digital marketing strategies, positive e-WOM, digital engagement, enrolment decision, perception, and brand trust—with Cronbach’s α ranging from 0.703 to 0.851. Regression and mediation analyses revealed that e-WOM and digital engagement significantly predict brand trust and enrolment intent, explaining up to 50 percent of variance in decision-making behaviour. Qualitative findings further illustrate that students perceive peer-generated content as more authentic than institutional advertising, underscoring the growing importance of transparency and interactive communication in educational marketing.

By synthesising psychometric rigour with behavioural insights, this study offers an integrative framework for HEIs to strengthen their digital identity, engage authentically with stakeholders, and sustain competitive advantage within the contemporary information ecology.