ScholarWorks@숙명여자대학교

초록

As the elements of internationalization become increasingly important in university education and evaluation, and the need to increase the number of enrolled students rises due to financial difficulties faced by universities, the promotion of universities to attract international students is being strengthened. However, despite the need for empirical data and insights to build effective promotional strategies, there is a lack of substantial research efforts in both practical and academic fields. Reflecting such reality, this study aimed to compare and analyze the persuasive effects of two representative forms of university promotion: publicity and advertising. Additionally, this study examined the main effects and interaction effects of the focus of university promotional messages, categorized into education focus and student support focus, on prospective international students. The research employed an experimental method, targeting a sample of 229 Vietnamese students currently enrolled in universities in South Korea. This study used a 2x2 factorial design, with promotional type (an online article vs. an online advertisement) and message focus (education focus vs. student support focus) as independent variables. The analysis of the response data revealed that, except for message attitude, publicity had more positive effects than advertising on university attitude and the intention to apply for the university. Based on the findings, the present study discussed theoretical implications and provided practical recommendations for enhancing the effectiveness of university promotion targeting prospective international students, as well as suggestions for future research.

키워드