Advertising online by educational institutions and students' reaction: a study of Malaysian Universities

摘要: ABSTRACTThis paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice higher education institutions. Data for this study were collected from 350 students various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process ensure that it was ready analyses in SPSS AMOS software. Factor analysis used extract significant constructs underlying followed by a two-stage structural equation modeling order examine fitness proposed model test hypotheses. results revealed social media websites positively affect decision-making, which then significantly particular university. This research has invaluable implications policy-makers, especially industry Malaysia. It is hoped findings can be considered while making marketing plans educational inst...