Evaluating University Attributes and Their Influence on Students’ Attitudes: The Mediating Role of Social Responsibility Communication

Mokhtar Elareshi, Samar Ben Romdhane () and Wasim Ahmed
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Mokhtar Elareshi: Public Relations Department, College of Communication, University of Sharjah, Sharjah P.O. Box 27272, United Arab Emirates
Samar Ben Romdhane: College of Mass Communication, Ajman University, Ajman P.O. Box 346, United Arab Emirates
Wasim Ahmed: Business School, University of Hull, Hull HU6 7RX, UK

Administrative Sciences, 2024, vol. 14, issue 8, 1-20

Abstract: Understanding the salience of university attributes assists institutions in developing messaging strategies (using social responsibility communication (SRC) initiatives) to meet students’ needs. This research examines which university attributes hold the greatest significance and importance for students selecting a higher-education institution (HEI), focusing on the role of SRC as a mediator. An online survey with a sample of 120 university students was conducted. The findings indicate that the cost of education, employment opportunities, physical aspects and resources, and university image are important attributes. The study shows that while university attributes significantly predict SRC (Model 1), neither university attributes nor SRC significantly predicts student attitudes (Models 2 and 3). The mediation analysis confirms that SRC does not mediate the relationship between university attributes and students’ attitudes, suggesting that factors other than university attributes and SRC may play a more critical role in shaping students’ attitudes.

Keywords: organisational communication; universities; students’ attitudes; HEIs; social responsibility communication (SRC) (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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