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

This dataset and web appendix support the manuscript:<br><i>Krebeti, C., Narteh, B., &amp; Mahmoud, M. A. (2025). E-marketing and Digital Customer Experience: Influencing University Image and Enrolment Intentions in African Private Universities.</i>The materials provide transparency and enable replication of the study’s findings. They include:<b>Dataset Information</b>: Anonymized survey data collected between April 10–30, 2025 (N = 633 valid responses from an initial 664).<b>Demographic Profile</b>: Aggregate statistics on gender, age, education, guardianship, employment status, and purpose of information search.<b>Survey Instrument</b>: Constructs and items adapted for measuring customer experience, university image, and enrolment intentions.<b>Item-Level Statistics</b>: 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.本数据集与网络附录为以下学术稿件提供支撑：<i>Krebeti, C., Narteh, B. & Mahmoud, M. A. (2025). 电子营销与数字客户体验：非洲私立大学的大学形象与入学意向影响机制</i>。本材料旨在提升研究透明度，支持研究结果的复现验证，具体内容包括： <b>数据集信息</b>：2025年4月10日至30日期间收集的匿名化调研数据，初始回收样本664份，最终有效样本量为633份。 <b>人口统计学特征</b>：涵盖性别、年龄、受教育程度、监护情况、就业状态及信息搜索目的的汇总统计数据。 <b>调研工具</b>：用于测量客户体验、大学形象与入学意向的改编量表构念与条目。 <b>条目级统计量</b>：偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）分析所得的均值、标准差、因子载荷、组合信度（Composite Reliability, CR）、平均方差抽取量（Average Variance Extracted, AVE）数值。 所有人口统计学信息均已完成匿名化处理，未包含任何个人可识别信息（Personally Identifiable Information, PII）。