Website Experience and Search Engine Visibility in Student Decision-Making: Evidence from South African Private Business Schools
DOI:
https://doi.org/10.51137/wrp.ijarbm.843Keywords:
Digital Marketing, Higher Education, Online Information Search, Search Engine Visibility, Student Decision-making, Technology Acceptance Model, Website Experience, Website UsabilityAbstract
The increasing reliance on digital technologies has transformed how prospective students search for information and evaluate higher education institutions. This study examines the influence of search engine visibility and website experience on student decision-making within private business schools in South Africa. A mixed methods approach, guided by a pragmatic paradigm and convergent parallel research design, was employed. Quantitative data were collected from 403 students through a structured questionnaire, whilst qualitative insights were obtained from semi-structured interviews and focus group discussions. The findings reveal that search engines serve as the primary gateway through which prospective students discover and evaluate institutions, with search engine visibility influencing both information acquisition and institutional perception. Furthermore, website usability, navigation, information relevance, and interaction features such as live chat were found to contribute positively to prospective student engagement and enrolment decision-making. The study highlights the strategic importance of search engine optimisation and website quality in supporting student recruitment within private higher education institutions.
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