Digital Marketing Strategies in Educational Tourism: A Social Media Perspective

  • Surej P. JohnEmail author
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


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.


Social media marketing Audience engagement Audience involvement Educational tourism 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.School of BusinessEastern Institute of TechnologyNapierNew Zealand

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