Eldegwy, AhmedElsharnouby, Tamer HKortam, Wael2023-02-012023-02-012023-01https://doi.org/10.1080/08841241.2022.2163334http://repository.msa.edu.eg/xmlui/handle/123456789/5328This study sheds light on a new category of students in higher education marketing literature – namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour premises to develop and empirically test a model for university choice decision. Data was collected from 367 prospective university students divided into two groups: occupational followers and non-occupational followers. Data was analysed using structural equation modelling. Results indicate that staff–new student online interactions are a key driver of new student satisfaction with online subject taster programs. The study provides empirical support for the direct effect of student satisfaction in shaping students’ extra-role behaviour and university brand preference. Specifically, occupational following moderates the relationship between brand preference and university decision as well as the relationship between extra-role behaviour and university decision.en-USOccupational following;university decision;university brand preference;extra-role behaviour;staff– student interaction;student satisfactionArticlehttps://doi.org/10.1080/08841241.2022.2163334