Web-Based Promotions: Key Motivators of Organization Evaluation and Word of Mouth Behaviors Among College Students

Abstract Numerous business and popular articles continue to appear to stress the importance of the Internet as a powerful and interactive means of communication. As with other media, the web affects viewers' product evaluations and behavioral intentions. This article attempts to understand how students (recently admitted freshmen) form opinions about their school through interaction with the university web site. Multiple studies are conducted using website variables. The results of study one suggest website vividness, interactivity, and entertainment value are crucial in the formation of positive evaluations of and word of mouth behaviors directed toward the university. In study two, these same predictors helped explain word of mouth intentions but contributed little to evaluations.