An analysis of word-of-mouth communication amongst students. Do UK students intend to behave differently from their overseas counterparts?

Abstract

This paper examines students’ reports of speaking about their experiences of higher education in the UK. It specifically investigates differences and similarities between UK and overseas undergraduate students’ experiences of word-of-mouth. The study illuminates the comparatively high level of intentions of all students to speak positively about their HE experience. The study demonstrates strong disagreement amongst both UK and international students regarding intentions to speak negatively. That is, students say, often strongly, that they do not intend to speak negatively about their time at university. The study provides an empirically informed definition of word-of-mouth communication appropriate to the HE sector. It is hoped that the study can be replicated within Asian or Middle Eastern contexts to examine students’ intentions to emit word-of-mouth within non-UK institutions.