The Marketing Discipline hosts a vibrant research community of PhD scholars. We research across a broad range of research topics. 

Meet our Current PhD Student

The influence of social media and eWoM on college choice in Ireland: A post-pandemic examination - John Owens

Topic: The influence of social media and eWoM on college choice in Ireland: A post-pandemic examination.

John Owens Marketing

Overview: The access and availability of online information about a Higher Education Institution (HEI) can have a significant impact on the decision making of students during the college choice process. Therefore, the purpose of this study is to investigate the influential nature of social media marketing and electronic Word-of-Mouth on college choice in Ireland. This post-pandemic examination has relevance and implications for HEI marketers in Ireland attempting to attract and retain prospective students via social media, an area that has become significantly more relevant since the emergence of the Covid-19 pandemic. In doing so, this study aims to provide valuable insight towards college choice literature, given the lack of Irish research to date and the relatively recent impact social media has had on the Higher Education sector.

Supervisor: Dr Ann Torres

Email: j.owens7@nuigalway.ie

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