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.