Online Information and Communication Through WeChat and Chinese Students’ Decisions for Studying in New Zealand

Zarqa Shaheen Ali 1 2 * , Yang Hu 1
More Detail
1 ICL Graduate Business School, Auckland, NEW ZEALAND
2 University of Auckland, Auckland, NEW ZEALAND
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 12, Issue 4, Article No: e202235. https://doi.org/10.30935/ojcmt/12468
OPEN ACCESS   1734 Views   1137 Downloads   Published online: 17 Sep 2022
Download Full Text (PDF)

ABSTRACT

The objective of this study is to explore Chinese students’ preferences and decisions about studying in New Zealand. The empirical data are collected through a questionnaire, conducted among the Chinese WeChat users studying in tertiary institutions of New Zealand. While the research findings affirm that Chinese students do gain international studying information from WeChat, they may not use it as their primary channel. However, they agree that they like to obtain information about studying, politics, the economy, society, education, career development, and life in New Zealand through platforms on WeChat, and through their friends’ or acquaintances’ WeChat Moments.
The information about the top three important factors are natural environment and general standards of safety (75%); government policies on immigration (74%); and relative stability of the society and economy (65.4%) whereas career development and life in New Zealand (56.7%); availability of scholarships (56.7%); and political and economic environment (52.9%) are of less importance to Chinese students’ decisions of studying in New Zealand.
Keywords: WeChat, study decision, online information and communication, Chinese students, New Zealand

CITATION

Ali, Z. S., & Hu, Y. (2022). Online Information and Communication Through WeChat and Chinese Students’ Decisions for Studying in New Zealand. Online Journal of Communication and Media Technologies, 12(4), e202235. https://doi.org/10.30935/ojcmt/12468

REFERENCES

  • Azmat, F., Osborne, A., Rossignol, L., Jogulu, U., Rentschler, T., Tobottom, I., & Malathy, Vi. (2013). Understanding aspirations and expectations of international students in Australian higher education. Asia Pacific Journal of Education, 33(1), 97-111. https://doi.org/10.1080/02188791.2012.751897
  • Barclay, R. T., Weinandt, M., & Barclay, A. C. (2017). The economic impact of study abroad on Chinese students and China’s gross domestic product. The Journal of Applied Business and Economics, 19(4), 30-36.
  • Barnes, N. G., & Lescault, A. M. (2011). Social media adoption soars as higher-ed experiments and re-evaluates its use of new communications tools. Centre for Marketing Research. https://www.prweb.com/releases/socialmedia/higher-ed2011/prweb8668892.htm
  • Bodycott, P. (2009). Choosing a higher education study abroad destination–What mainland Chinese parents and students rates as important. Journal of Research in International Education, 8(3), 349-373. https://doi.org/10.1177/1475240909345818
  • Cai, G. L. (2014). Precise marketing: More than finding the right people. http://www.ipsos.com.cn/sites/default/files/06.2014EN_mkt_0.pdf
  • Che, H. L., & Cao, Y. (2014). Examining WeChat users’ motivations, trust, attitudes, and positive word-of-mouth: Evidence from China. Computers in Human Behaviour, 41, 104-111. https://doi.org/10.1016/j.chb.2014.08.013
  • Chen, C. H., & Zimitat, C. (2006). Understanding Taiwanese students’ decision-making factors regarding Australian international higher education. International Journal of Educational Management, 20(2), 91-100. https://doi.org/10.1108/09513540610646082
  • Chen, L. H. (2007). Choosing Canadian graduate schools from Afar: East Asian students’ perspectives. Higher Education, 54(5), 759-780. https://doi.org/10.1007/s10734-006-9022-8
  • Cheng, D. D. (2018). Driving customer engagement through WeChat content marketing. https://blog.sinorbis.com/blog/driving-customer-conversion-and-engagement-through-wechat-marketing
  • Cheung, A. C. K., Yuen, T. W. W., Yuen, C. Y. M., & Cheng, Y. C. (2011). Strategies and policies for Hong Kong’s higher education in Asian markets: Lessons from the United Kingdom, Australia, and Singapore. International Journal of Educational Management, 25(2) 144-163. https://doi.org/10.1108/09513541111107579
  • Cheung, A. C. K., Yuen, T. W. W., Yuen, C. Y. M., & Cheng, Y. C. (2010). Promoting Hong Kong’s higher education to Asian markets. The International Journal of Educational Management, 24(5), 427-447. https://doi.org/10.1108/09513541011055992
  • China Internet Watch. (2018). Top mobile apps in China in Q2 2018. https://www.chinainternetwatch.com/26542/mobile-apps-q2-2018/
  • Choudaha, R., & Chang, L. (2012). Trends in international student mobility. World Education News & Reviews. http://files.eric.ed.gov/fulltext/ED592841.pdf
  • Chung, K., Holdsworth, K. D., Li, Y., & Fam, K. (2009). Chinese “little emperor”, cultural values and preferred communication sources for university choice. Young Consumers, 10(2), 120-132. https://doi.org/10.1108/17473610910964705
  • CoCo, L. B. (2015). Capturing a global student market for colleges and universities: The use of private third part agents in international student recruitment [PhD thesis, University of Georgia].
  • Constantinides, E., & Zinck Stagngo, M. C. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24. https://doi.org/10.1080/08841241.2011.573593
  • Counsell, D. (2011). Chinese students abroad: why they choose the UK and how they see their future. China: An International Journal, 9(1), 48-71. https://doi.org/10.1353/chn.2011.0009
  • Cubillo, I. M., Sanchez, I., & Cervino, I. (2006). International students’ decision-making process. The International Journal of Educational Management, 20(2), 101-115. https://doi.org/10.1108/09513540610646091
  • de Wit, H., Agarwal, P., Said, M. E., Sehoole, M. T., & Sirozi, M. (2008). The dynamics of international student circulation in a global context. Sense Publishers. https://doi.org/10.1163/9789460911460
  • Denham-Smith, J., & Harvidsson, P. (2017). Content marketing’s effect on customer engagement. Engineering and Business, University of Borås.
  • Eder, J., Smith, W. W., & Pitts, R. E. (2010). Exploring factors influencing student study abroad destination choice. Journal of Teaching in Travel & Tourism, 10(3), 232-250. https://doi.org/10.1080/15313220.2010.503534
  • Erkan, I., & Evans, C. (2016). The influence of e-WOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behaviour, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003
  • Fawcett, J., & Tulman, L. (2018). Adaptation to high-risk childbearing: A preliminary situation-specific theory. Aquichan, 18(4), 407-414. https://doi.org/10.5295/aqui.2018.18.4.3
  • Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270. https://doi.org/10.1016/j.jbusres.2014.11.006
  • Gao, L. (2016). Research on the recommendation impact of WeChat moments on consumers’ purchase intention. In Proceedings of the 1st International Symposium on Business Cooperation and Development. Atlantis Press. https://doi.org/10.2991/isbcd-16.2016.68
  • Geng, C., & Li, H. (2012). Hong Kong’s immigration policy for mainland students and young professionals: Effectiveness and challenges. Journal of Youth Studies, 15(2), 52-62.
  • Guo, L., Zhang, M., Kang, K., & Hu, M. (2017). Transforming followers into fans: A study of Chinese users of the WeChat official account. Online Information Review, 41(7), 1029-1045. https://doi.org/10.1108/OIR-01-2016-0013
  • Haupt, A., Krieger, T., & Lange, T. (2016). Competition for the international pool of talent. Journal of Population Economics, 29(4), 1113-1154. https://doi.org/10.1007/s00148-016-0601-4
  • Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management,19(4), 316-338. https://doi.org/10.1108/09513550610669176
  • Hildén, M. (2011). International students’ decision-making process. School of Business, Lappeenranta University of Technology.
  • Hongtao, W. Z. Z. (2009). Users generate content and the economic value of virtual community. Advertising Panorama, 2.
  • Hulme, M., Thomson, A., Hulme, R., & Doughty, G. (2014). Trading places: The role of agents in international student recruitment from Africa. Journal of Further and Higher Education, 38(5), 674-689. https://doi.org/10.1080/0309877X.2013.778965
  • IIE. (2014). Program overview: Benjamin A. Gilman international scholarship program. Institute of International Education. http://www.iie.org/Programs/Gilman-Scholarship-Program/
  • IIE. (2018). Enrolment. Institute of International Education. https://www.iie.org/en/Research-and-Insights/Open-Doors/Data/International-Students/Enrollment
  • James-MacEachern, M., & Yun, D. (2017). Exploring factors influencing international students’ decision to choose a higher education institution. The International Journal of Educational Management, 31(3), 343-363. https://doi.org/10.1108/IJEM-11-2015-0158
  • Ji, R. (2011). An analysis of mainland Chinese students’ decision to choose Canada as their study destination [Doctoral dissertation, Concordia University].
  • Joly, K. (2007). Facebook, MySpace, and co.: IHEs ponder whether or not to embrace social networking sites. University Business, 10(4), 71-72.
  • Junco, R., & Cole‐Avent, G. A. (2008). An introduction to technologies commonly used by college students. New Directions for Student Services, 2008(124), 3-17. https://doi.org/10.1002/ss.292
  • Kavakas, D. (2013). Students as consumers: Identifying study abroad destination choice influences for marketing purposes. http://www.aieaworld.org/assets/docs/Listserv_Summaries/studentsasconsumers.pdf
  • Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132
  • Kurlaender, M. (2006). Choosing community college: Factors affecting Latino college choice. New Directions for Community Colleges, 2006(133), 7-16. https://doi.org/10.1002/cc.223
  • Ledormeur, C. (2019). 5 new year’s resolutions to supercharge your 2019 WeChat strategy. https://jingdaily.com/2019-wechat-strategy/
  • Lee, C. K. C., & Morrish, S. C. (2012). Cultural values and higher education choices: Chinese families. Australasian Marketing Journal, 20, 59-64. https://doi.org/10.1016/j.ausmj.2011.10.015
  • Lee, K. T., & Koo, D. M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984. https://doi.org/10.1016/j.chb.2012.05.018
  • Levitz, N. (2012). 2012 e-expectations report. https://www.noellevitz.com/papers-research-higher-education/2012/2012-eexpectations
  • Li, J. Y. (2015). Factors that influence users to take part in WeChat marketing activities [Doctoral dissertation, ISCTE Business School].
  • Liang, M., Wang, M., & Xu, S. (2016). WeChat marketing of catering industry from consumers’ perspective—Taking “Hai Di Lao” and “Little Sheep” as examples. Journal of Service Science and Management, 9(3), 255. https://doi.org/10.4236/jssm.2016.93032
  • Lin, X., & Huang, H. (2018). When guanxi meets connectivity. Journal of Information, Communication & Ethics in Society, 16(1), 32-44. https://doi.org/10.1108/JICES-12-2016-0049
  • Long, Y. P. (2013). WeChat marketing-application based on the SoLoMo. Business Research, 2013(22).
  • Lubua, E. W., Semlambo, A., & Pretorius, P. D. (2017). Factors affecting the use of social media in the learning process. South African Journal of Information Management, 19. https://doi.org/10.4102/sajim.v19i1.764
  • Luo, W. S. (2017). More Chinese students set to study overseas. https://www.telegraph.co.uk/news/world/china-watch/society/more-students-to-study-overseas/
  • Luo, Z. W., Jiao, H., & Xu, Y. F. (2015). Tencent WeChat’s micro-innovation of integration and iteration under technical paradigm transformation. China Economist, 10(5), 106-122.
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
  • Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479. https://doi.org/10.1108/09513540610683711
  • Maringe, F., & Carter, S. (2007). International students’ motivations for studying in UK HE. The International Journal of Educational Management, 21(6), 459-475. https://doi.org/10.1108/09513540710780000
  • Mazzarol, T., & Soutar, G. N. (2002). Push-pull factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82-90. https://doi.org/10.1108/09513540210418403
  • Mok, K. H. (2016). The quest for regional education hub status: Challenges, possibilities and search for new governance in Hong Kong. In Y. Cheng, A. Cheung, & S. Ng (Eds.), Internationalization of higher education (pp. 43-62). Springer. https://doi.org/10.1007/978-981-287-667-6_3
  • Morris, T. (2012). How higher ed can master student recruitment on social media. http://www.customerthink.com/blog/how_higher_ed_can_master_student_recruitment_on_social_media
  • New Zealand Education. (2018a). Annual report 2017-2018. https://enz.govt.nz/assets/Uploads/Annual-Report-2017-2018.pdf
  • New Zealand Education. (2018b). Statement of intent 2018-2022. https://enz.govt.nz/assets/Uploads/Statement-of-Intent-2018-2022.pdf
  • New Zealand Education. (2019). Education system. https://www.studyinnewzealand.govt.nz/why-nz/education-system/
  • Ng, S. W., & Tang, S. Y. F. (2008). The challenges and strategies of internationalising Hong Kong ‘s higher education in a globalised world. International Journal of Educational Reform, 17(3), 251-269. https://doi.org/10.1177/105678790801700304
  • Niedermeier, K. E., Wang, E., & Zhang, X. (2016). The use of social media among business-to-business sales professionals in China. Journal of Research in Interactive Marketing, 10(1), 33-49. https://doi.org/10.1108/JRIM-08-2015-0054
  • Norazlyn, K. B., Sweeney, J. C., & Soutar, G. N. (2016). International students’ university preferences: How different are Malaysian and Chinese students? The International Journal of Educational Management, 30(2), 197-210. https://doi.org/10.1108/IJEM-08-2014-0122
  • Novak, R., Slatinsek, A., & Devetak, G. (2013). Importance of motivating factors for international mobility of students: Empirical findings on selected higher education institutions in Europe. Organizacija [Organization], 46(6), 274-280. https://doi.org/10.2478/orga-2013-0023
  • Nzcntourism. (2016). WeChat personal account-Mobile marketing tool. http://www.nzcntourism.co.nz/wp-content/uploads/2016/09/Forward-Insight-Strategy-WeChat_Workbook.pdf
  • Olivier. (2015). Tips to be successful using WeChat for your business in China. http://marketingtochina.com/tips-successful-using-wechat-business-china/
  • Park, C., & Lee, T. M. (2009). Information direction website reputation and e-WOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67. https://doi.org/10.1016/j.jbusres.2007.11.017
  • Paulsen, M. B., & St. John, E. P. (2002). Social class and college costs: Examining the financial nexus between college choice and persistence. The Journal of Higher Education, 73(2), 189-236. https://doi.org/10.1353/jhe.2002.0023
  • Peng, B. Y. (2014). Exploring the attitudes and perceptions of Chinese students towards their tertiary studies in New Zealand. School of Language and Culture, Auckland University of Technology.
  • Perloff, R. M. (Ed.). (2003). Processing persuasive communications: Elaboration likelihood model. In The dynamics of Persuasion (pp. 119-136). Lawrence Erlbaum Associates.
  • Petruzzellis, L., & Romanazzi, S. (2010). Educational value: How students choose university: Evidence from an Italian university. International Journal of Educational Management, 24(2), 139-158. https://doi.org/10.1108/09513541011020954
  • Petty, R. E., & Cacioppo, J. T. (2012). Communication and persuasion: Central and peripheral routes to attitude change. Springer Science & Business Media.
  • Phang, S. L. (2013). Factors influencing international students’ study destination decision abroad [Master’s thesis, University of Gothenburg].
  • Prazeres, L. (2013). International and intra‐national student mobility: Trends, motivations and identity. Geography Compass, 7(11), 804-820. https://doi.org/10.1111/gec3.12080
  • Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-WOM. Agriculture & Agricultural Science Procedia, 3, 149-153.https://doi.org/10.1016/j.aaspro.2015.01.029
  • Ragini, Y. (2016). Student recruitment in the higher education sector of New Zealand: Comparison of traditional versus social media marketing [Master’s thesis, Unitec Institute of Technology].
  • Rashtchy, S., & Jaffray, P. (2007). The user revolution: The new advertising ecosystem and the rise of the Internet as a mass medium. PiperJaffray, Investment Research, 2007.
  • Reddy, V. P. (2014). The influence of social media on international students’ choice of university and course [Doctoral dissertation, The Queensland University of Technology].
  • Rouse, M. (2014). Relationship marketing definition. http://searchcrm.techtarget.com/definition/relationship-marketing
  • Rozzell, B., Piercy, C. W., & Carr, C. T. (2014). Notification pending: Online social support from close and non-close relational ties via Facebook. Computers in Human Behaviour, 38(5), 272-280. https://doi.org/10.1016/j.chb.2014.06.006
  • Rubin, A. (2015). Efforts to bridge the gap between research and practice in social work: Precedents and prospects: Keynote address at the bridging the gap symposium. Research on Social Work Practice, 25(4), 408-414. https://doi.org/10.1177/1049731514535852
  • Saunders, M. N. K., Lewis, P., & Thornhill, A. (2016). Research methods for business students. Pearson.
  • Schroeder, J., & Greenbowe, T. J. (2009). The chemistry of Facebook: Using social networking to create an online community for the organic chemistry laboratory. Innovate: Journal of Online Education, 5(4), 3.
  • Scoop. (2017). WeChat phenomenon hits New Zealand. http://www.scoop.co.nz/stories/CU1712/S00132/wechat-phenomenon-hits-new-zealand.htm
  • Shaw, K. (2014). Internationalisation in Australia and Canada: Lessons for the future. College Quarterly, 17(1), 1.
  • Song, M., Qiao, L., & Hu, T. (2017). EWOM in mobile social media: A study about Chinese WeChat use. http://www.hainu.edu.cn/lvyou/2017zt/paper/C1.pdf
  • Szekeres, J. (2010). Sustaining student numbers in the competitive marketplace. Journal of Higher Education Policy and Management, 32(5), 429-439. https://doi.org/10.1080/1360080X.2010.511116
  • The Pie News. (2018). China outbound student numbers at record high. https://thepienews.com/news/outbound-student-numbers-increased-2017/
  • Thompson, J. (2007). Is education 1.0 ready for Web 2.0 students? Innovate Journal of Online Education, 3(4), 6.
  • Trilokekar, R. D., & Kizilbash, Z. (2013). Imagine: Canada as a leader in international education. How can Canada benefit from the Australian experience? The Canadian Journal of Higher Education, 43(2), 1. https://doi.org/10.47678/cjhe.v43i2.2103
  • Wang, L. Y. (2013). The advantage of WeChat marketing and future developing. Chinese Securities, 2013(9), 262-263.
  • Weisfeld-Spolter, S., Sussan, F., & Gould, S. (2014). An integrative approach to eWOM and marketing communications. Corporate Communications: An International Journal, 19(3), 260-274. https://doi.org/10.1108/CCIJ-03-2013-0015
  • Wilkins, S., Shams, F., & Huisman, J. (2013). The decision-making and changing behavioural dynamics of potential higher education students: the impacts of increasing tuition fees in England. Educational Studies, 39(2), 125-141. https://doi.org/10.1080/03055698.2012.681360
  • Wu, Q., & Myhill, M. (2017). Going off the beaten track: Exploring Chinese international students’ motivations in selecting a regional Australian university. Australasian Journal of Regional Studies, 23(1), 96-119.
  • Yang, F. (2012). Marketing strategies for foreign universities in China: A case study of the University of Nottingham, Ningbo. International Journal of China Marketing, 3(1), 140-152.
  • Yang, K., Li, X., Kim, H. J., & Kim, Y. H. (2015). Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation. Journal of Retailing & Consumer Services, 24, 1-9. https://doi.org/10.1016/j.jretconser.2015.01.008
  • Yeweng, X., & Yan, M. (2017). The present situation and strategy analysis of WeChat marketing. In Proceedings of the International Conference on Education, Management, Computer and Society. Atlantis Press. https://doi.org/10.2991/emcs-17.2017.80
  • Zhang, F., & Zhou, M. (2018). Factors affecting Chinese students’ choice of studying in Sweden [Master’s thesis, Uppsala University].
  • Zhu, X., & Zheshi, B. (2018). Why people use social networking sites passively. Aslib Journal of Information Management, 70(2), 158-175. https://doi.org/10.1108/AJIM-12-2017-0270