E-marketing and digital customer experience: Influencing university image and enrolment intentions in African private universities

This dataset and web appendix support the manuscript:Krebeti, C., Narteh, B., & Mahmoud, M. A. (2025). E-marketing and Digital Customer Experience: Influencing University Image and Enrolment Intentions in African Private Universities.The materials provide transparency and enable replication of the study’s findings. They include:Dataset Information: Anonymized survey data collected between April 10–30, 2025 (N = 633 valid responses from an initial 664).Demographic Profile: Aggregate statistics on gender, age, education, guardianship, employment status, and purpose of information search.Survey Instrument: Constructs and items adapted for measuring customer experience, university image, and enrolment intentions.Item-Level Statistics: Means, standard deviations, loadings, composite reliability (CR), and average variance extracted (AVE) values from the PLS-SEM analysis.All demographic details are anonymised. No personally identifiable information (PII) is included.