IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v21y2020i2p176-197.html
   My bibliography  Save this article

The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth

Author

Listed:
  • Meyliana
  • Achmad Nizar Hidayanto
  • Bruno Sablan
  • Eko K. Budiardjo
  • Nurul M. Putram

Abstract

Nowadays, fierce competition among universities in acquiring prospective students is driving universities to make changes in their marketing activities. Inspired by the concept of parasocial interaction, the authors researched whether parasocial interaction could be used by universities to build a closer relationship with prospective students. Three different constructs of parasocial interaction were researched, to gauge their effect on a prospective student's intention to enrol in a university and share information by electronic word-of-mouth (eWOM): 1) perceived interactivity; 2) openness; 3) knowledge. Data collection was done by surveying 311, 12th grade students in Indonesia, and processed using partial least square structural equation modelling (PLS SEM). The results showed that parasocial interaction has a positive and significant impact on prospective students' intention to enrol in universities and encourage information sharing through eWOM.

Suggested Citation

  • Meyliana & Achmad Nizar Hidayanto & Bruno Sablan & Eko K. Budiardjo & Nurul M. Putram, 2020. "The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 21(2), pages 176-197.
    • Handle: RePEc:ids:ijbire:v:21:y:2020:i:2:p:176-197
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=104813
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:21:y:2020:i:2:p:176-197. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.