IMPACT OF ONLINE REVIEWS AND TESTIMONIALS ON STUDENTS’ CHOICE OF HIGHER EDUCATION INSTITUTIONS.

Abstract

The modern world is an online world where everything sells digitally, from a small pin to cars. In this age of digitization, higher education institutions are no longer behind in promoting themselves on digital platforms. In this journey of promoting themselves, online reviews and testimonials shared by students and alumni played a vital role in helping other students make decisions regarding admissions and other university facilities. This study aims to explore the impact of these online reviews and testimonials on building students' trust and institutional image to get themselves enrolled in any higher education institution. The study uses a structured questionnaire based on a Likert scale to gather opinions of various students from different academic backgrounds. The information was gathered from 110 participants through the designed questionnaire, and Excel analyze the data, calculating mean, Standard Deviation, and correlation. The study shows a positive relationship between the various variables used in the study, and helps future scholars to explore more areas to provide insights into online reviews.