Vodcast Impact on Students’ Attitudes and Behavioral Intentions (original) (raw)
Related papers
2012
Vodcasts (video podcasts) have become part of the Internet multimedia experience and have been integrated into universities’ direct and interactive promotion strategies, but, more importantly, their integrated marketing communication (IMC) plans. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of vodcasts on student attitudes and behavioral intentions. This paper uses structural equation modeling to assess the effectiveness of vodcasts as an enhancer of a university’s existing integrated marketing communication strategy to recruit prospective students. Three theoretical models were tested, and our findings indicate that perceived informativeness, credibility, and irritation of the vodcasts are directly related to their perceived value to viewers. However, of those three factors, only the informativeness is directly related to students’ intent to take further action toward enrollment in a way that can utilize other universities communication resources (e.g., asking additional questions on the phone or via email). In addition, while prior work has suggested that perceived entertainment of a web site positively influences its perceived value, we find that for university-specific vodcasts, perceived entertainment is not a statistically significant factor. The results suggest that when creating vodcasts to portray campus life and activities, less attention should be given to entertainment value, and more attention should be devoted to providing useful information in a manner that is credible and not irritating to students. Implications for researchers and practitioners are provided based on these results.
Using YouTube Videos to Promote Universities : A Content Analysis
2021
In today's global higher education environment, international students represent not only an important source of external income for universities: the degree of cross-border student mobility also reflects the internationalization of higher education sector. Universities have engaged in efforts to sell themselves to prospective students and promotional videos are among the most widely used marketing tools for this purpose. This study reports the results of a study analyzing the content of 140 higher education promotional videos from 14 countries available on YouTube. The results reveal that while the pattern of use of YouTube for two-way communication with viewers, information contents and appeal messages among sampled universities is fairly homogenous, some marked differences emerge when cultural background and global position ranking of the university are taken into account. The implications of these findings are that, although, transnational higher education has been profoundly globalized, culture still plays a significant role in marketing practice for the recruitment of mobile students. In addition, different universities have various student-targeted segments. These findings provide the basis of a series of recommendations for universities looking to optimize their use of YouTube and promotional video design to market to international students.
This paper mainly aims to identify the impact of online advertising on students' decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it was ready for analyses in SPSS and AMOS software. Factor analysis was used to extract the significant constructs underlying the data followed by a two-stage structural equation modeling in order to examine the fitness of the proposed model and test the hypotheses. The results revealed that social media and websites positively affect students' decision-making, which then significantly impact students' choice of a particular university. This research has invaluable implications for policy-makers, especially in the education industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for an educational institution.
International Journal of Academic Research in Business and Social Sciences, 2021
University digital promotional materials act as a communication tool between the university and prospective students. The materials are crucial to entice prospective students and employ the persuasion elements to attract much-needed attention. Nevertheless, there is a breach in the existing literature in which little research has focused on persuasive discourse in Malaysian public universities' promotional materials. The proposed study intends to examine further the different extent of the combination of textual and visual elements used in the digital promotional materials to achieve its persuasive function in the Malaysian public universities' promotional materials. This study will focus on all twenty Malaysian public universities' promotional materials embedded in their institutional website. Metadiscourse analysis will be used to analyse the persuasive elements. All data will be analysed and categorised, and emerging meta-discursive themes will be presented to answer research questions. With great hope, the results of this study can provide further recommendations for interventions from universities' websites and content developers to improve the linguistics presentations to attract larger student enrolment.
(PDF) THE INFLUENCE OF YOUTUBE ADVERTISEMENT ON BUYING PREFERENCES OF BSBA STUDENTS IN SLSU
2023
The popularity of YouTube had influenced many businesses to design and display advertisements on its site to promote their brand. Thus, the main objective of this study was to determine the influence of YouTube advertisements on buying preferences of BSBA students in SLSU. This study also aims to determine the profile of the respondents, to identify their perception and buying preferences, to examine if there is a relationship between the perception and buying preferences, as well as if there is a significant difference in perception and buying preferences on YouTube advertisements when grouped according to profile factors, and lastly to create a video containing tips on how to advertise on YouTube. Moreover, the survey questionnaires were distributed via printed questionnaires and Google Forms. The Likert scale was used to determine the perception and buying preferences of YouTube advertisements by the respondents. The results showed the majority of the respondents were female and watched YouTube daily with 1-2 hours of screen time. BSBA students’ perception of YouTube advertisements is informative over other advertising approaches. It was also found that AIO influenced them in their buying preferences specifically opinions. According to the data, it showed that there is a significant relationship between the perception of YouTube Advertisements and the buying preferences of the respondents. Moreover, there were significant differences in the distribution of perception and buying preferences in terms of how often they watched YouTube. Thus, a video was proposed to provide tips on how to advertise on YouTube based on the results of the study.
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
This research identifies market segments among university students based on media promotion usage. It examines the impact of media promotions on the choice of programs and institutions of open and distance university institutions. This study used a quantitative methodology, and the population studied consisted of all currently enrolled Universitas Terbuka students throughout Indonesia, with a total sample of 2,250 people. In this research, market segmentation has been carried out using the cluster method, which includes demographic, geographic, psychographic, and behavioral segments. The demographic segment that is assessed age and gender of students, recent graduates, and income; The geographic segment is mapped to the origin of the UT regional offices; the psychographic segment includes reasons for studying and choosing UT; and the behavioral segment from which information is first and most effective. This research implies that the results can be used as a reference in supporting ...
2009
This study aims to explain how bachelor of communications students who are enrolled to various courses at Anadolu University value word-of-mouth messages in making a course decision. Use of WOM as a marketing tool in tertiary teaching is not a common practice. As elective course numbers increase, students look for alternative avenues and types of information to be sure of making the best possible course selection. The findings of this study indicate that instructors' previous experiences are not as important as their in-class performances. Another interesting finding of the study is although participants are prone to use internet resources as sources of information; they value the use of computer-mediated and enhanced technologies in teaching. Perhaps the most peculiar finding of the study is senior students are perceived as the most common source of information, and their experiences often seen as a point of reference in choosing a course.
JURNAL APLIKASI MANAJEMEN
Online video advertising is one of the most popular types of internet advertisements. The compliance of the website service provider comes from advertising. However, research is still rarely found that focuses on the attitudes and consumer behavior towards online video advertising. The purpose of this study is to analyze the value of online video advertising on consumer attitudes, behavioral intention, and watching behavior on YouTube. This research uses the internet advertising model and combines it with the Theory of Reasoned Action (TRA). Respondent data were obtained as many as 226 from the distribution of online questionnaires for YouTube users in the Jabodetabek. The analytical tool used in this study is Structural Equation Modeling (SEM). The results of this study indicate that informativeness, entertainment, irritation, and credibility are significant for consumer attitudes. On the other hand, consumers' attitudes towards the advertising also significant for behavioral intention and behavior of watching online video advertisements. In future research, deep subjectivity is needed regarding segmentation and culture.
Media Preferences for Open Distance Learning Advertising Activities
ASEAN Journal of Open and Distance Learning, 2020
The purpose of this paper is to examine prospective learners' preferred media channel with regards to open distance learning advertisements. This research focuses on two types of media channels, i.e. traditional and new media. This paper segments prospective learners based on their demographical characteristics, such as gender and age. A descriptive study was conducted to assess the media preferences based on generational cohort, and to measure the differences in perception between genders. Self-administered questionnaires were used to obtain meaningful data from 234 potential learners in Malaysia. The study was conducted from February to March 2020. Based on the findings, there is a significant difference in perception towards open distance learning advertisements between genders, in which female respondents appear more receptive towards advertisements. A majority of the generational cohort rates social media as the most preferred media channel, followed by newspaper and television. However, each generation has its respective media preferences. The ANOVA results have revealed a slight difference in academic advertisements and media likeability among generational cohorts. This study adds to the literature of integrated marketing communication. The findings have strong implications to both academic and open distance learning institutions, particularly in the aspect of prospective learners' acceptance of advertisements in media channels.
The study’s objective was on the effects of integrated marketing communication tools on self-sponsored students’ enrolment in Nyeri Sub County. The study used questionnaires as the primary source of data. Data was analyzed using percentages, and the analysis was presented using tables. The analysis concludes that the incorporation of integrated marketing communication tools has not been fully implemented in universities. This is because the use the IMC elements among Kenyan universities is still growing. The study, therefore, settled that universities in Nyeri Sub County should try to integrate the key IMC elements in a manner that helps the universities achieve their anticipated goals and anticipations. The study concludes that strategies used in the universities should be fully funded because research has shown that inefficiency of the budget in the marketing department had been one of the challenges hindering the incorporation of the IMC tools in Nyeri Sub-county universities. The study concludes that there should be an integrative scope of approaches and not only dependent on a few marketing approaches. It also concludes that Nyeri sub-county universities should enhance the utilization of more than one IMC strategy and that with the prevalent competition in Kenya’s higher education sector, there is an importance of using the internet as a strategy in the marketing to enhance higher enrollment in private universities to reach prospective self-sponsored students. The university’s academic staff and customer service personnel ought to be versant and well trained on the usage of the various IMC tools. Most universities are still lagging behind in the use of social networks such as Facebook and Twitter as a means of increasing the enrollment of self-sponsored students. Internet platforms are changing prospective students get to know about an institution. Internet use through university websites has a high usage rate, which is equally indicated by student use in accessing university information.