Exploring factors influencing electronic word-of-mouth and students’ intentions toward internships: A dual process approach

Abstract This article provides evidence on the antecedents of undergraduate students’ decision-making behavior, such as the use of eWOM and the intention to internship within the social media context. Drawing on evidence from a qualitative study of a diverse range of 670 undergraduate students, this study explains the factors impacting eWOM communication and its influence on internship location choice among undergraduate students. The findings indicate that students’ attitudes toward internship intentions are influenced by eWOM via three antecedents, Opinion (OS), Trust (Tr), and Face Concern (FC), and all of them are significantly related to students’ use of eWOM. Furthermore, eWOM mediates the relationship between three antecedents, OS, Tr, FC and Intention for Internship (IFI). Students’ IFI is directly influenced by two antecedent OSs and Tr. In other words, this study contributes to the understanding of how external and internal factors influence eWOM usage among undergraduate students and how eWOM affects internship intention. We believe that this study is an important addition to eWOM research in the context of higher education. Universities and potential employers benefit from the findings of this study, as they could help these institutions better manage eWOM about their internship programs.