“…First, social media is seen to exert an increasing influence on consumers, which has led to a proliferation of assessments, comments, and ratings of all types of products and companies (Moon, Kim & Iacobucci, 2021;Wesel et al, 2016). However, empirical studies on specific implications in different types of industries, such as higher education, are still lacking (Lee & Choi, 2018;Leeder, 2019;Zanuddin & Shin, 2020;Omar, Apuke & Nor, 2023). Second, it has been pointed out that the heterogeneous distribution of the population participating in different social networks may lead to a bias in the interpretation of opinions and ratings (Moon et al, 2021); e.g., Lazer, Kennedy, King and Vespignani (2014) warn that many of the forecasts and analyses generated by data from social media misrepresent the real world due to certain population groups being overrepresented or underrepresented on different platforms.…”