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

Surej P John, Richard Walford and Joseph Purayidathil

FIIB Business Review, 2022, vol. 11, issue 4, 422-437

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.

Keywords: Digital marketing; educational tourism; higher education; online engagement; persuasion; social media marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:11:y:2022:i:4:p:422-437

DOI: 10.1177/23197145211072198

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