student Evaluation of teaching in Higher Education: A focus on The Impact of Social Media E-Word of Mouth

Consumers are often believed to be able to engage in global contacts due to rising electronic word of mouth (eWOM) in social networking sites. The most influential potential judge of eWOM in higher education institutions is in the assessment process. The student evaluation rate reached 94% during the 2000s, showing high relevance and have grown into a valuable source of information for administrators to use in determining merit raise and promotion decisions, which is a high priority to manage.
Along with the traditional forms of education and training processes of peer evaluation and self-assessment, student evaluation is considered an integral part of this evaluation process. The main reason for exploring student evaluation in the case of higher education is that the evaluations are carried out by the faculty's own students. This may raise ethical concerns regarding the validity and reliability of those evaluations. Student evaluations on social media take the form of reviews, which may not be considered a formal assessment tool, yet their ambiguity may negatively affect the faculty members due to the validity and bias of using Electronic Word Of Mouth. This is considered an ethical challenge because the Electronic Word Of Mouth on social media platforms may negatively impact the faculty's assessment regarding teaching quality and overall evaluation. Consequently, monitoring student evaluation and course reviews on social media platforms may contribute to a positive image of the higher education institution. This needs implementation of a sustainable evaluation procedure which involve all elements of the institute.