An Analysis of Word-of-Mouth Communication and its Impact on Consumer Behavior: A Case Study of Kenya’s Public University Selection

Abstract

This study examines the influence of Word-of-Mouth (WOM) communication on the selection of public universities in Kenya, focusing on how WOM's different sources and qualities affect prospective students’ decision-making processes. Utilizing a mixed-methods approach, the research combines quantitative data from a detailed questionnaire with qualitative insights from interviews with university stakeholders. Results reveal a strong positive relationship between WOM from family and friends (r = 0.78, p < 0.01), which accounted for 62% of the decision variance, making it the most influential factor. Alumni WOM (β = 0.45, p < 0.01) also significantly impacted choices, with its value rooted in offering insights into academic, social, and career outcomes. Information quality regarding academic programs, faculty, and campus life strongly influenced decisions. At the same time, traditional WOM channels proved more impactful than social media and online reviews, which scored lower mean influence (3.2 vs. 4.5 for interpersonal facilitators). The study underscores the critical role of detailed and credible WOM communication in shaping student decisions. It highlights the need for universities to leverage their networks, particularly families and alumni, while enhancing online reviews’ trustworthiness. Implications for university marketing strategies include balancing traditional WOM engagement with the strategic use of digital platforms to maximize their influence. Future research should explore the longitudinal effects of WOM communication and the evolving interplay between traditional and digital sources in the context of higher education.