Influence of social media on Chinese students’ choice of an overseas study destination: an information adoption model perspective

Shu, Mengya (Lavender) and Scott, Noel (2014) Influence of social media on Chinese students’ choice of an overseas study destination: an information adoption model perspective. Journal of Travel and Tourism Marketing, 31 2: 286-302. doi:10.1080/10548408.2014.873318


Author Shu, Mengya (Lavender)
Scott, Noel
Title Influence of social media on Chinese students’ choice of an overseas study destination: an information adoption model perspective
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
1540-7306
Publication date 2014-01-01
Sub-type Article (original research)
DOI 10.1080/10548408.2014.873318
Open Access Status Not Open Access
Volume 31
Issue 2
Start page 286
End page 302
Total pages 17
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Abstract This study is an experimental investigation of the influence of social media on choosing an overseas study destination. The elaboration likelihood model of communication and persuasion provides a conceptual basis for this study. Data was collected through convenience sampling of Chinese students from three Brisbane tertiary institutions. Participants were provided with one of the four treatments with manipulated stimuli. Results suggest that social media content is an influential factor in determining destination attractiveness, and may, if correctly specified, facilitate high elaboration and generate corresponding positive or negative impressions of the study destination from students.
Keyword China
Educational tourism
Elaboration likelihood model
Electronic word of mouth (eWOM)
Information adoption model
Persuasion
Social media
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 10 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 12 times in Scopus Article | Citations
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Created: Sat, 22 Feb 2014, 21:39:05 EST by Mr Noel Scott on behalf of UQ Business School