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This research paper attempts to analyze how word of mouth affects the student's B school decision-making processes who wish to pursue higher education in business schools. Research data was collected by survey method with the help of questionnaire which was distributed to students and aspirants of different B schools across India. For data analysis statistical techniques like descriptive analysis & factor analysis was used. Only a few studies, particularly in the Indian context, have been conducted in this field. Implications of the study: Research provides insights regarding how students research and shortlist particular B-Schools. Institutions can form their strategy regarding online presence of college. [ABSTRACT FROM AUTHOR]

This research paper attempts to analyze how word of mouth affects the student's B school decision-making processes who wish to pursue higher education in business schools. Research data was collected by survey method with the help of questionnaire which was distributed to students and aspirants of different B schools across India. For data analysis statistical techniques like descriptive analysis & factor analysis was used. Only a few studies, particularly in the Indian context, have been conducted in this field. Implications of the study: Research provides insights regarding how students research and shortlist particular B-Schools. Institutions can form their strategy regarding online presence of college. [ABSTRACT FROM AUTHOR]