Place, Prestige, Price, and Promotion: How International Students Use Social Networks To Learn About Universities Abroad
Keywords:
social network sites, social media, international students, higher education marketing, higher education recruitment, admission, international transfer studentsAbstract
This qualitative study aims to explore the social media component of international student’s college choice process for studying abroad. One of the emerging evidence was that participants applied social media specific criteria, such as the number of “likes”, the number of followers, and the ratio of followers to following to rank Higher Education Institutions (HEI) and measure their prestige. Another emerging finding was that participants with no connections abroad relied exclusively on social media for their college choice decisions and without social media would not even consider an option of transferring abroad. Videos and pictures offered by social network sites (SNS) provided emotional benefits by helping “to see” an unknown reality, develop sense of belonging, diminish apprehensions of moving abroad, and solidify the choice of HEI, while traditional sources of promotion, such as websites, were perceived as not trustworthy. Higher education professionals could hire individuals with proven expertise in social media to create consistent and meaningful content on different social media platforms to connect with potential international candidates.
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Mazzarol, T., & Soutar, G. (2002). “Push-pull" factors influencing international student destination choice. The International Journal of Educational Management, 16(2/3), 82-91.
McCormick, A. C., & Carroll, C. D. (1997). Transfer behavior among beginning postsecondary students: 1989-1994. (NCES Report No. 97-266). Washington, DC: National Center for Educational Statistics.
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Parkinson, G., & Drislane, R. (2011). Qualitative research. In Online dictionary of the social sciences. Retrieved from https://scout.wisc.edu/archives/r1230/online_dictionary_of_the_social_sciences
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Shanka, T., Quintal, V., & Taylor, R. (2005). Factor influencing international students’ choice of educational destination-A correspondence analysis. Journal of Marketing for Higher Education, 15(2), 31-46.
Singh, M. K. M. (2016). Socio-economic, environmental and personal factors in the choice of country and higher education institution for studying abroad among international students in Malaysia. International Journal of Educational Management, 30(4), 505-519.
Stanton-Salazar, R.D., & Spina, S.U. (2005). Adolescent peer network as a context for social and emotional support. Youth & Society, 36, 379-417.
Terzian, S. G., & Osborne, L. A. (2011). International college students. In M Cuyjet, M. Howard Hamilton, & D. Cooper (Eds.), Multiculturism on campus: Theory, models, and practices for understanding diversity and creating inclusion (p.p. 237-263). Sterlin, VA: Stylus Publishing.
The Statistics Portal. (2017). Penetration of leading social networks in Russia as of 3rd and 4th quarter 2016. Retrieved from https://www.statista.com/statistics/284447/russia-social-network-penetration/SmartInsights, 2017
Vrontis, D., Thrassou, A., & Melanthiou, Y. (2007). A contemporary higher education student choice model for developed countries. Journal of Business Research, 60(9), 979-989.
Williams, R. (2008). Ranking Australian universities: Controlling for scope. Higher Education in Europe, 33(2), 331-344.
Zhou, Y., Jindal-Snape, D., Topping, K., & Todman, J. (2008). Theoretical models of culture shock and adaptation in international students in higher education. Studies in Higher Education, 33(1), 63-75.
Altbach, P. G. (2004). Globalization and the university: Myth and realities in an unequal world. In National Education Association (Ed.), The NEA 2005 almanac of higher education (pp. 63-74). Washington, DC: National Education Association.
Banjong, D., & Olson, M. (2016). Issues and trends of international students in the United States. International Journal of Education, 4(1), 1-14. Retrieved from http://www.nationalforum.com/Electronic%20Journal%20Volumes/Banjong,%20Delphine%20Issues%20and%20Trends%20of%20International%20Students%20in%20the%20United%20States%20IJE%20V4%20N1%202016.pdf
Bodycott, P. (2009). Choosing a higher education study abroad destination. Journal of Research in International Education, 8(3), 349-373.
Chen, L. H. (2008). Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian universities. Journal of Marketing for Higher Education, 18(1), 1-33.
Chen W. (2013). Internet use, online communication, and ties in Americans’ networks. Social Science Computer Review, 31, 404-423.
Clark, M. (2007). The impact of higher education ranking on student access, choice and opportunity. In College and university ranking systems: Global perspectives and American challenges. Washington, DC: Institute for Higher Education Policy.
Cohen, A. M., & Brawer, F. B. (2003). The American community college. New York: Wiley & Sons.
Creswell, J. (2002). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks, CA: Sage Publication, Inc.
Cuseo, J. B. (1998). The transfer transition: A summary of key issues, target areas and tactics for reforms. (ERIC Document Reproduction Service No. ED 425771). Retrieved from EBSCOhost.
Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE handbook of qualitative research. Thousand Oaks, CA: SAGE.
Gesteland, R. (2002). Cross-cultural business behavior. Copenhagen, DNK: Copenhagen Business School Press.
Hampton, K. (2016). Persistent and persvasive community. New communication technologies and the future of community. American Behavioral Science, 60(1), 101-124.
Hossler, D., & Gallagher, K. (1987). Studying college choice: A three phase model and the implication for policy makers. College and University, 62, 207-221. Retrieved from https://www.researchgate.net/publication/234741450_Studying_College_Choice_A_Three-Phase_Model_and_the_Implication_for_Policy_Makers
Huntley, H. (1993). Adult international students: Problems of adjustment. Retrieved from ERIC database. (ED355886)
Institute of International Education. (2011). Open doors report. Retrieved from http://www.opendoors.iienetwork.org
Ishitani, T. T. (2008). How do transfers survive after “transfer shock?” A longitudinal study of transfer student departure at a four year institution. Research in Higher Education, 49, 403-419. doi: 10.1007/s11162-008-9091-x
Johnston, K., Tanner, M., Lalla, N., & Kawalski, D. (2013). Social capital: The benefit of Facebook ‘friends’. Behavior and Information Technology, 32(1), 24–36. http://dx.doi.org/10.1080/0144929X.2010.550063.
Kamal Basha, N., Sweeney, J. C., & Soutar, G. N. (2016). International students’ university preferences: How different are Malaysian and Chinese students? International Journal of Educational Management, 30(2), 197-210.
Kisang, B. (2010). The role of social networks in the adjustment and academic success of international students: A case study of a university in the southwest. (Doctoral dissertation). Retrieved from ProQuest Dissertation and These. (UMI No. 423686).
Lee, J., Maldonado-Maldonado, A., & Rhoades, G. (2006). The political economy of international student flows: Patterns, ideas, and propositions. Higher Education: Handbook of Theory and Research, 21, 545-590. doi: 10.1007/1-4020-4512-3_11
Lei, S., & Chuang, N. (2010). Demographic factors influencing selection of an ideal graduate institution: A literature review with recommendations for implementations. College Student Journal, 44(1), 84-96.
Li, X., & Chen, W. (2014). Facebook or Renren? A comparative study of social networking site use and social capital among Chinese international students in the United States. Computers in Human Behavior, 35, 116-123. Retrieved from www.elsevier.com/locate/comphumbeh
Lin, J- H., Peng, W., Kim, M., Kim S. Y., & LaRose, R. (2012). Social networking and adjustments among international students. New Media Society, 14, 421-442. doi: 10.1177/1461444811418627
Lu, Y., Mavondo, F. T., & Qiu, L. L. (2009). Factors influencing the choice of overseas study by undergraduate and postgraduate Chinese students. In Australian and
New Zealand Marketing Academy Conference, Crown Promenade, Melbourne, Australia. Retrieved from http://www.duplication.net au/ANZMAC09/papers/ANZMAC2009–740.pdf
Maringe, F., & Carter, S. (2007). International students’ motivation for studying in UK HE: Insights into the choice and decision making of African students. International Journal of Educational Management, 2196, 459-475.
Mathew, Z. (2016). Studying abroad: Understanding the factors influencing the study abroad decision, country, and university choice of internationals students from India (Doctoral dissertation). Retrieved from ProQuest Dissertations & Theses Global Database. (Order No 10106135).
Mazzarol, T., & Soutar, G. (2002). “Push-pull" factors influencing international student destination choice. The International Journal of Educational Management, 16(2/3), 82-91.
McCormick, A. C., & Carroll, C. D. (1997). Transfer behavior among beginning postsecondary students: 1989-1994. (NCES Report No. 97-266). Washington, DC: National Center for Educational Statistics.
McMahon, M. E. (1992). Higher education in a world market: A historical look at the Global context of international study. Higher Education, 24(4), 465-482.
Merriam, S. (2009). Qualitative research: A guide to design and implementation. San Francisco, CA: Jossey Bass.
Murphy, P. (1981). Consumer Buying Roles in College Choice: Parents' and Students' Perceptions College and University, 56(2), p140-50.
Parkinson, G., & Drislane, R. (2011). Qualitative research. In Online dictionary of the social sciences. Retrieved from https://scout.wisc.edu/archives/r1230/online_dictionary_of_the_social_sciences
Patton, M. (2002). Qualitative research and evaluation methods (3rd ed.). Thousand Oaks, CA: SAGE.
Portney, K.E. & Berry, J.ZM. (1997). Mobilizing minority communities: Social capital and participation in urban neighborhoods. American Behavioral Scientists 40(5), 632-644.
Russia State University for Humanities. (2012). Dies Academicus 2011/2012. Retrieved from http://www.rsuh.ru/upload/main/Dies12.pdf
Shanka, T., Quintal, V., & Taylor, R. (2005). Factor influencing international students’ choice of educational destination-A correspondence analysis. Journal of Marketing for Higher Education, 15(2), 31-46.
Singh, M. K. M. (2016). Socio-economic, environmental and personal factors in the choice of country and higher education institution for studying abroad among international students in Malaysia. International Journal of Educational Management, 30(4), 505-519.
Stanton-Salazar, R.D., & Spina, S.U. (2005). Adolescent peer network as a context for social and emotional support. Youth & Society, 36, 379-417.
Terzian, S. G., & Osborne, L. A. (2011). International college students. In M Cuyjet, M. Howard Hamilton, & D. Cooper (Eds.), Multiculturism on campus: Theory, models, and practices for understanding diversity and creating inclusion (p.p. 237-263). Sterlin, VA: Stylus Publishing.
The Statistics Portal. (2017). Penetration of leading social networks in Russia as of 3rd and 4th quarter 2016. Retrieved from https://www.statista.com/statistics/284447/russia-social-network-penetration/SmartInsights, 2017
Vrontis, D., Thrassou, A., & Melanthiou, Y. (2007). A contemporary higher education student choice model for developed countries. Journal of Business Research, 60(9), 979-989.
Williams, R. (2008). Ranking Australian universities: Controlling for scope. Higher Education in Europe, 33(2), 331-344.
Zhou, Y., Jindal-Snape, D., Topping, K., & Todman, J. (2008). Theoretical models of culture shock and adaptation in international students in higher education. Studies in Higher Education, 33(1), 63-75.
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