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Digital Marketing Strategies in Educational Tourism: A Social Media Perspective

In: Advances in Digital Marketing and eCommerce

Author

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  • Surej P. John

    (Eastern Institute of Technology)

Abstract

The prime objective of this study is to examine how international student travellers are engaged and involved in the digital marketing communication efforts of educational export providers. Based on an online survey conducted among international student travellers in New Zealand, the study identified critical factors influencing the success of digital marketing communication, particularly through social media networks. The four significant factors that influence online user’s adoption and use of marketing information are found to be argument quality, source credibility, user involvement and audience engagement. Further, the current study examined the mediating roles of audience involvement dimensions including transportation, parasocial interaction and identification as well as audience engagement dimensions including cognitive, emotional and behavioural engagement in social media marketing communication process. Further to its contributions to the marketing literature, the study provides valuable implications to the educational export providers and other destination marketers.

Suggested Citation

  • Surej P. John, 2020. "Digital Marketing Strategies in Educational Tourism: A Social Media Perspective," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 114-121, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_15
    DOI: 10.1007/978-3-030-47595-6_15
    as

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