Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis

Abstract

This study examines the persuasion process involved in social media marketing (SMM), particularly in the higher education sector. Based on the theoretical foundations of the information adoption model, a conceptual model of elaboration of SMM communication is developed and tested. The self-administered survey conducted among a sample of international student travellers in New Zealand examines the influence of argument quality, source credibility, audience involvement and audience engagement on their attitude formation and decision-making. The study particularly examines the mediating effects of audience involvement and engagement in SMM communication. Results based on structural equation modelling suggest that social media content quality is a significant predictor of online users’ transportation, identification and parasocial interaction effects. Despite there being additional evidence to support the arguments over social media, source credibility is found to be a strong influencer of international student traveller’s cognitive, emotional and behavioural engagement dimensions. Further, it is evident from the study that there is a strong correlation between cognitive engagement and attitude formation in SMM. Implications for tourism marketers in terms of SMM strategies are discussed.

Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

“…Shukla and Bhasin (2022) identified key factors influencing reachability and engagement on social media platforms for Indian universities. John, Walford and Purayidathil (2022) explored the persuasion process in social media marketing, while Soares et al (2022) analyzed consumer engagement in firm-generated content on Facebook in the context of Brazilian higher education institutions. Collectively, these studies provide valuable insights and strategies for Islamic universities to effectively utilize social media marketing for brand development, relationship building, and student engagement.…”

Online marketingeszközök vizuális észlelése külföldi hallgatók körében

“…A hiteles forrásokat (pl. az egyetem honlapja, jelenlegi hallgatók) kulcsfontosságúnak tartották a leendő hallgatókkal folytatott online kommunikáció során (John et al, 2022).…”

“…A weboldalak döntő szerepet játszanak a felsőoktatási intézmények marketingjében (John et al, 2022). A digitális marketing felsőoktatási intézményekben való alkalmazását Harbi és Ali ( 2022) is kutatta.…”

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

“…Growing recognition of the importance of online marketing in general-as well as online promotion in particular-for HEIs has been reflected in the emergence of various online agents who specialize in providing exclusive online marketing services tailored to the needs of these types of institutions. Globally, HE has surpassed other industries, in terms of utilizing Google AdWords to drive traffic to organizational websites, due to the benefits of high search volumes, opportunity targeting, and transparent tracking tools [61].…”