Information sought by prospective students from social media electronic word-of-mouth during the university choice process

Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site....