Electronic word-of-mouth and the dynamics of training program selection: a mixed-method study

Purpose The purpose of this study is to investigate the influence of electronic word-of-mouth (eWOM) on individual learners’ technical training program selection and enrollment intentions in the rapidly expanding digital learning ecosystem. Design/methodology/approach Using a mixed-methods design, the research surveyed 307 learners considering or enrolled in technical training programs, using multiple regression analysis to examine relationships between ten eWOM-related independent variables and enrollment intention. Data were analyzed using SPSS 25, with reliability testing, descriptive statistics, model summary and ANOVA validation. Qualitative insights from training professionals supplemented quantitative findings. Findings Three variables demonstrated high statistical significance: online reviews, LinkedIn recommendations and technical blog content (B = 0.494, sig = 0.000); source credibility of reviewer technical expertise (B = 0.211, sig = 0.006); and institutional accreditation and policy support frameworks (B = 0.177, sig = 0.007). The model explained 63.5% of variance in enrollment intentions (R² = 0.635), with excellent reliability (Cronbach’s α = 0.954) and significant overall fit (F = 51.408, p < 0.000). Research limitations/implications The cross-sectional design limits causal inference, while convenience sampling may not fully represent diverse learner populations. Future longitudinal studies tracking learners from exploration through post-training outcomes would enhance understanding of temporal dynamics. Practical implications Training providers should prioritize authentic, technically detailed reviews and transparent outcome reporting. E-learning platforms can optimize credibility by emphasizing reviewer expertise visibility. Corporate L&D professionals gain evidence-based criteria for vendor evaluation. Originality/value This study extends eWOM theory from consumer goods and tourism into technical training contexts, demonstrating that career-oriented learners prioritize technical credibility and certification legitimacy over emotional sentiment, fundamentally challenging existing consumer behavior paradigms in the $80bn global IT training market.