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Informal Leaders, Interpersonal Influence, and Word-Of-Mouth Communication: Understanding Master of Business Administration Applicants' Enrollment Decision-Making Process

Mickler, Ronald John, Jr.
http://orcid.org/0000-0003-0716-4502
http://rave.ohiolink.edu/etdc/view?acc_num=ashland1640094956284334

Abstract Details

2021, Doctor of Education, Ashland University, College of Education.
The enrollment decision-making process of a master of business administration (MBA) applicant contains multiple factors. Social influences from group memberships, marketing ads, and socioeconomic status carry varying amount of influence on the individual’s choice for an MBA program. It is unknown what impact informal leaders, interpersonal influence, and word-of-mouth communication, both in person and electronic, have on a prospective MBA applicant’s enrollment decision-making process. This study examines the ways word-of-mouth marketing, marketing ads/messages, and applicants’ socioeconomic status influence their enrollment decision. This qualitative case study investigated the individual’s social identity, social networks, and marketing tactics to determine the potential interpersonal influence found therein that affects the enrollment decision-making process. Data were collected through semi-structured interviews, a focus group, and observations. The findings reveal that the impact of those in social and professional networks as well as the individual’s personal development goals were the most influential, followed by the marketing ads and online reviews.
Dr. Judy Alston (Committee Chair)
Dr. Chris Mahar (Committee Member)
Dr. Peter Ghazarian (Committee Member)
183 p.
Higher Education; Marketing; Social Structure
word-of-mouth; social identity; social capital; social groups; interpersonal influence; enrollment-decision making process

Recommended Citations

Citations

  • Mickler, Jr., R. J. (2021). Informal Leaders, Interpersonal Influence, and Word-Of-Mouth Communication: Understanding Master of Business Administration Applicants' Enrollment Decision-Making Process [Doctoral dissertation, Ashland University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ashland1640094956284334

    APA Style (7th edition)

  • Mickler, Jr., Ronald. Informal Leaders, Interpersonal Influence, and Word-Of-Mouth Communication: Understanding Master of Business Administration Applicants' Enrollment Decision-Making Process. 2021. Ashland University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ashland1640094956284334.

    MLA Style (8th edition)

  • Mickler, Jr., Ronald. "Informal Leaders, Interpersonal Influence, and Word-Of-Mouth Communication: Understanding Master of Business Administration Applicants' Enrollment Decision-Making Process." Doctoral dissertation, Ashland University, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ashland1640094956284334

    Chicago Manual of Style (17th edition)

ashland1640094956284334
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© 2021, all rights reserved.
This open access ETD is published by Ashland University and OhioLINK.