Influence of Social Media on Chinese Students’ choice of an Overseas Study Destination: An Information Adoption Model Perspective
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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.
Journal of Travel & Tourism Marketing
© 2014 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Travel & Tourism Marketing on 24 Feb 2014, available online: http://www.tandfonline.com/doi/abs/10.1080/10548408.2014.873318