Study abroad information in the new media

Abstract

Few studies have been conducted to identify what kinds of online information are provided by institutions and needed by international students in social media. This study aims to identify critical constructs of study abroad information (SAI) that can generate positive attitudes toward the university. Specifically, this study attempts to investigate the effectiveness of persuasive communication via social media among students looking to study abroad as well as examining their impacts on attitude change. This paper used the elaboration likelihood model to map out information processing flow of students looking to study abroad. Based on a series of qualitative and quantitative studies, the findings highlighted the importance of peripheral communication cues in influencing students’ attitudinal change toward overseas institutions and countries. This study uncovered that the peripheral cues mediate the relationship of study abroad online reviews and attitude change.