Deceptive Marketing Communication and Student Enrollment Decisions in Private Higher Education Institutions (PHEIS) In Cameroon
Keywords:
Asymmetry, communication, Deception, Marketing, University Enrollment
Abstract
The University Reforms in the early 90s in Cameroon set the stage for private interests, driven by economic gains to invest in the Higher Education Sector. One of the outcomes of this move is the prevalence of misleading marketing communications that seek to attract and influence university enrollees. Focusing exclusively on alumni these private university institutions, this paper employs snowball sampling of six hundred subjects and a logistics regression technique to gauge the true influence of deceptive marketing communication on students’ decisions to enroll in PHEIs. The findings reveal that, although 93.5 percent of alumni admit to have been deceived to enroll in their respective alma maters (PHEIs), there is no inferential evidence that student enrollment decisions are induced by deceptive marketing communication.
Published
2019-02-24
How to Cite
Joyvice, C., Noela Buwah, N., & CHOFOR Innocent, L. (2019). Deceptive Marketing Communication and Student Enrollment Decisions in Private Higher Education Institutions (PHEIS) In Cameroon. British Journal of Marketing Studies, 7(1), 62-73. Retrieved from https://bjmsjournal.org/index.php/bjms/article/view/241
Section
Articles
License
This work by European American Journals is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 Unported License