Abstract:
Purpose- This paper aimed to determine the conditional effect of
University reputation on the indirect process of external prestige
on the relationship between social media and students’ attitude
towards postgraduate enrollment.
Design/Methodology- The study adopted a cross-sectional survey
design, multistage random sampling in collecting data using a self-
administered questionnaire. The sample size was 504 students
from four universities in Kenya.
Findings- Outcome indicates a partial indirect effect of social
media and students’ attitude via external prestige. It further
reveals a conditional effect of university reputation on the link
between; social media and external prestige, and, external prestige
and students' attitude. Finally, a test of the conditional indirect
process is also confirmed.
Practical Implications- Results of the study might help university
managers and policymakers in developing effective strategies,
policies, and techniques to attract potential students through
social media platforms and also develop and strengthen university
prestige and reputation through proper management of resources,
social responsibility, and employment of qualified academic staff.
Originality/value
The study findings bring new understanding concerning the
indirect effect, the conditional process and highlight new insights
on identifying mechanisms that exert a conditional effect on the
indirect paths of the study variables.