1.5 Thesis

This thesis is structured in six distinct chapters. The first chapter contains the introduction which includes an overview of the research problem and the contribution to knowledge made in this thesis.

The second chapter provides the reader with a background of the educational choice literature. This chapter is designed to illustrate the context of how eWOM works. The third chapter examines the determinants of eWOM in detail. This chapter is designed to discuss different perspectives on eWOM and present the hypotheses.

The fourth chapter includes the detailed methodology adopted for the examination of the research question. The fifth chapter reviews and summarizes the findings of the data collection. The final chapter discusses the research questions, hypotheses and the researched literature which concludes with the implications of eWOM on the receiver's purchase intention.