Mitchell Ross

Institutional and Managerial Factors Affecting International Student Recruitment Management.

Purpose – The purpose of this paper is to investigate international student recruitment from an institutional perspective and to consider institutional factors that may affect recruitment.Design/methodology/approach – A qualitative study is undertaken in which education marketing practitioners are interviewed regarding aspects of international student recruitment at their institutions. Interview data are analysed by NVivo and categorized into four institutional factors: marketing department size, employee qualifications, institutional recruiting experience, and institutional focus.Findings – Differences are found to exist between universities and secondary schools in terms of their current international education recruitment practices. The percentage of international student cohort appears to be largely responsible for sectoral differences.Research limitations/implications – Findings presented are from a sample of secondary schools and universities in Australia and New Zealand. Further research is require...

Testing a conceptual model of Facebook brand page communities

Purpose – This paper aims to investigate consumer participation in Facebook brand page communities from the perspectives of uses and gratification theory and mass media dependency theory. Design/methodology/approach – Data collection via an online survey resulted in 450 valid surveys where consumers indicated to what extent their motivations for Facebook use were socializing, entertainment, status seeking and information seeking. The sample included 358 respondents who had previously liked a brand on Facebook. These respondents were asked to provide the name of a brand they had liked on Facebook and answered questions regarding their experiences with the Facebook brand page for their self-identified brand. Findings – Results indicate that motivation dimensions have differential effects at three different stages of consumer interaction with a Facebook brand page community. Socializing and information seeking are the primary reasons for initially joining a Facebook brand page community. After becoming a mem...

Examining the relationship between social media characteristics and psychological dispositions

Purpose – This paper aims to adopt a novel approach to the study of individuals’ psychological dispositions that predict Facebook usage/non-usage. Given the historically disappointing results associated with studies that treat personality traits/dispositions as enduring and invariant, contemporary thought accepts that it is the interaction between dispositions and situations that influence behaviour. In this study, the situation (in this case, Facebook) is positioned as the antecedent stimulus for the activation of context-relevant psychological dispositions that, subsequently, facilitate behavioural prediction (i.e. Facebook usage/non-usage). Moreover, Facebook (the stimulus) is examined through its perceived psychological, rather than normative, features to identify context-relevant dispositions. Design/methodology/approach – This two-study project adopts a research framework developed through the integration of communication theories and theoretical frameworks and psychological processing theories. Stu...

Consumer retirement planning: an exploratory study of gender differences

Purpose – Although superannuation planning has been examined within the context of individual choice, life course and cumulative advantage perspectives, little research has been contained within the theories of consumer behavior. This paper, therefore, aims to examine this important issue by delving into the perceptions of retirement planning from the perspectives of both male and female consumers.Design/methodology/approach – A qualitative research design was adopted to gather in‐depth information within a real‐life context in order to build theory. In total, 21 exploratory semi‐structured interviews, to assist in identifying and describing the variety of thoughts and feelings that female and male consumers hold towards financial retirement planning, were conducted.Findings – The findings from the in‐depth interviews indicate that males and females adopt different perspectives when it comes to retirement planning. Males tend to adopt an individual choice perspective, whereby it is assumed that retirement...

Come on higher ed … get with the programme! A study of market orientation in international student recruitment

This paper investigates higher education (HE) student recruitment practices from the standpoint of market orientation. By adopting the well-established market orientation framework of Narver and Slater [1990, The effect of a market orientation on a business profitability. Journal of Marketing 54, no. 4: 20–35], we examine the extent to which individual market orientation components are reflected in the strategies adopted by international student recruitment (ISR) departments in Australian HE institutions and how these, in turn, influence ISR performance. The analysis of data collected from ISR practitioners, via online survey, suggests a number of important theoretical and practical implications and strong recommendations for further research in this area.

Exploring the international student recruitment industry through the Strategic Orientation Performance Model

Abstract International education is an important, and expanding, global industry. However, much remains unknown about the international student recruitment (ISR) industry, its key variables, and its performance outcomes. This study addresses this lack of understanding by developing and empirically testing a conceptual model that investigates ISR performance indicators. The Strategic Orientation Performance (SOP) Model is proposed as an investigative framework. The model is a conceptual representation of the relationships proposed to exist between market orientation, learning orientation, innovativeness, perceived external market effects, and perceived organisational performance. The study adopted a quantitative methodology using a self-administered questionnaire delivered to ISR practitioners via e-mail. Analysis, via partial least squares (PLS), provided support for the SOP Model in the ISR context. The SOP Model extends previous orientation-performance models. Additionally, within a discordant body of market orientation literature, this study aligns with one of the dominant paradigms and, thereby, provides a strong impetus for further research. Furthermore, future research will benefit significantly through the use of the SOP Model as a solid foundation for further discovery in this important research domain.

Self-regulatory focus and advertising effectiveness

Purpose – The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention or promotion) on the basis of an individual’s so-called “chronic” orientation, i.e. high or low prevention focus; high or low promotion focus. However, psychological theorists purport that SRF is orthogonal and, thus, various combinations of both foci are evident in any given population. Design/methodology/approach – A two (rational appeal vs emotional appeal)×two (utilitarian product vs hedonic product) experimental design was used. Data was collected via an online survey instrument which included the stimulus advertisements (experimental manipulations) and the relevant independent (SRF) and dependent measures (advertising effectiveness). Findings – The findings of this study support application of regulatory focus theory (RFT) as an appropriate framew...

Developing a motivation-based segmentation typology of Facebook users

Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full spectrum of Facebook users. Design/methodology/approach – A self-administered survey was employed to explore access motivations, frequency and session duration of Facebook users. The survey was e-mailed to 2,129 potential respondents with 530 valid responses received. Data were initially analysed by hierarchical cluster analysis to develop the cluster solution. Cluster means were then used as cluster centres for a K-means cluster analysis for all cases. The relationship between the clusters and Facebook activity variables was investigated through ANOVA while independent samples t-tests were employed to analyse the relationship between motivations and demographics. Lastly χ2-tests were used to explore the relationship betwee...

The Schoolie experience: social identity and disconfirmation

Purpose The purpose of this paper is to describe experiences of high school graduates attending a significant annual celebratory event (Schoolies) on the Gold Coast, Australia. Design/methodology/approach An interpretive, qualitative paradigm informed by social construction ideologies was adopted. Data were collected via in-depth semi-structured interviews. Findings Key findings relate to attendees’ notion of excitement and perception of social identity, which was found to encompass both a rite of passage and event exclusivity. Attendees’ sense of identity developed from the unique nature of the event as well as the anticipation of excitement and the actual experience. Originality/value This study makes a novel contribution in that it takes an interdisciplinary approach, bringing together the sociological, social psychological, and marketing disciplines in an event management context.

An exploration and extension of the Value Discipline Strategy (VDS) typology in educational institutions

Purpose – While marketing research in the context of educational institutions continues to grow, little is known about the strategic choices associated with international student recruitment (ISR), an important activity that, increasingly, has significant influence on the longevity and prosperity of education institutions in many countries. This study addresses a deficit in the marketing/education literature by using the Value Discipline Strategy (VDS) typology as an appropriate framework upon which to investigate and expand our knowledge of international student recruitment (ISR) strategies operating in educational institutions.Design/methodology/approach – The research design comprised two stages involving both qualitative and quantitative methods. Participants were ISR practitioners in the secondary school and university sectors across two countries, i.e. Australia and New Zealand. Phase 1 involved in‐depth interviews with ISR marketing practitioners across educational sectors, while Phase 2 involved t...