The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth

Meyliana, Achmad Nizar Hidayanto, Bruno Sablan, Eko K. Budiardjo, Nurul M. Putram

Research output: Contribution to journalArticlepeer-review

Abstract

Nowadays, fierce competition among universities in acquiring prospective students is driving universities to make changes in their marketing activities. Inspired by the concept of parasocial interaction, the authors researched whether parasocial interaction could be used by universities to build a closer relationship with prospective students. Three different constructs of parasocial interaction were researched, to gauge their effect on a prospective student's intention to enrol in a university and share information by electronic word-of-mouth (eWOM): 1) perceived interactivity; 2) openness; 3) knowledge. Data collection was done by surveying 311, 12th grade students in Indonesia, and processed using partial least square structural equation modelling (PLS SEM). The results showed that parasocial interaction has a positive and significant impact on prospective students' intention to enrol in universities and encourage information sharing through eWOM.

Original languageEnglish
Pages (from-to)176-197
Number of pages22
JournalInternational Journal of Business Innovation and Research
Volume21
Issue number2
DOIs
Publication statusPublished - 1 Jan 2020

Keywords

  • Electronic word-of-mouth
  • EWOM
  • Parasocial interaction
  • PLS SEM
  • Prospective students
  • Universities

Fingerprint Dive into the research topics of 'The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth'. Together they form a unique fingerprint.

Cite this