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Elaboration of marketing communication through visual media: An empirical analysis

Surej P. John and Rouxelle De'Villiers

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: Visual media plays a significant role in the marketing and promotion of several international tourism services in today's connected marketplace, in particular here, international tertiary education. This study was developed to examine how visual media influence potential audiences' perception towards a specific educational tourism destination through the theoretical framework of Elaboration Likelihood Model (Petty and Cacioppo, 1986). Researchers compare central and peripheral routes of individual persuasion via visual media and this aids marketers' understanding of how visual media impact consumers' purchase decisions. This study confirms a positive relationship between argument quality, audience engagement, source credibility, audience involvement and international students as tourists' perceived destination image. The findings suggest that peripheral routes of persuasion have stronger effects on individual adoption of information than central routes of persuasion. The study provides useful insight for tertiary education agents who promote international studies, destination marketers, and other users of visual media communicators.

Keywords: Argument quality; Customer engagement; Education marketing; Marketing communication; Tourism marketing; Visual media (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1016/j.jretconser.2020.102052

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