Information Seeking Behaviour of Undergraduates about Higher Educational Opportunities in Sri Lanka: Online or Offline?

Abstract

International Degree Programmes emerged as a domestic option in Sri Lanka affiliated to private higher educational institutes (PHEIs).As it is highly competitive, PHEIs implement their Bachelor's degree programmes differently to attract prospective student where social media platforms use to disseminate more informed information.However, this study attempts to discuss how undergraduates seek information at an early stage of their decision-making process when selecting their preferred Bachelor's degree.The questionnaire with 59 predefined variables administered by 420 first-year undergraduates from randomly selected seven PHEIs.Educating stakeholders for the digital world is significant since the penetration of social media still plays a secondary role in seeking information.

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