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Elaboration of marketing communication through visual media: An empirical analysis

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  • John, Surej P.
  • De'Villiers, Rouxelle

Abstract

Visual media plays a significant role in the marketing and promotion of several international tourism services in today's connected marketplace, in particular here, international tertiary education. This study was developed to examine how visual media influence potential audiences' perception towards a specific educational tourism destination through the theoretical framework of Elaboration Likelihood Model (Petty and Cacioppo, 1986). Researchers compare central and peripheral routes of individual persuasion via visual media and this aids marketers' understanding of how visual media impact consumers' purchase decisions. This study confirms a positive relationship between argument quality, audience engagement, source credibility, audience involvement and international students as tourists' perceived destination image. The findings suggest that peripheral routes of persuasion have stronger effects on individual adoption of information than central routes of persuasion. The study provides useful insight for tertiary education agents who promote international studies, destination marketers, and other users of visual media communicators.

Suggested Citation

  • John, Surej P. & De'Villiers, Rouxelle, 2020. "Elaboration of marketing communication through visual media: An empirical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919304199
    DOI: 10.1016/j.jretconser.2020.102052
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    Cited by:

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    4. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.
    5. Luo, Yingyu & Zhou, Li & Huang, Jing & Wang, Xiaoxin & Sun, Rui & Zhu, Guowei, 2023. "Platform perspective verse user perspective: The role of expression perspective in privacy disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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