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The influence of communication sources on a student's evaluation of university selection: a regional university study

Universities are under considerable pressure to recruit students and an understanding of the decision making process of students is necessary. This paper examines the various communication sources students consult including traditional, word of mouth and electronic word of mouth. Further to this four evaluative criteria, trustworthiness. expertise, relevance and risk are used to evaluate the communication sources to allow for a more comprehensive 
understanding of their influence. The findings of the focus groups indicated that traditional and word of mouth were the dominant sources consulted and the evaluative criteria were appropriate and played a role in influencing the perception of the sources in the study context. To explore these initial findings further, a survey is proposed.