Digital network analysis of the Higher Education Sector

: The use of Persuasion for Gen Z audiences applying to Higher Education: A structural equation modelling approach

Abstract

In a competitive and digitally advanced environment, Higher Education institutions are increasingly required to adopt agile and innovative marketing strategies, leveraging online platforms and trends to address the evolving preferences of prospective students. While research on Higher Education marketing is extensive, much of it focuses on traditional approaches, with limited exploration of the opportunities and challenges presented by digital transformation. Notably, empirical studies on the application of persuasive digital marketing strategies remain sparse, leaving marketing practitioners with insufficient guidance for implementing effective, evidence-based approaches. This thesis examines the strategic use of persuasive digital marketing within Higher Education, drawing on the Elaboration Likelihood Model (Petty, 1986) and the Customer-Based Brand Equity (CBBE) framework (Keller, 1993) to conceptualise, develop, and validate a robust model of key antecedents and outcomes. The study followed a mixed-methods sequential exploratory design, comprising two distinct phases of data collection and analysis. In the first phase, qualitative data were collected through auto-photography and thematically analysed to explore participants interpretation of persuasive imagery. These findings informed the development of the quantitative instrument used in the second phase; a large-scale online survey conducted in the UK. Structural equation modelling was subsequently employed to validate the conceptual model, exploring the impact of persuasive imagery on the effectiveness of social media marketing. The findings demonstrate the potential of persuasion principles to improve audience engagement and influence behavioural outcomes through digital imagery. By identifying nuanced variations in persuasive strategies, the research provides actionable insights for practitioners and contributes to theoretical understanding. A procedural framework for integrating persuasive techniques into digital marketing strategies is proposed, addressing gaps in current knowledge and application. This study enhances understanding of persuasive digital marketing within Higher Education, equipping marketing managers with practical tools to optimise their efforts in a digitally dynamic environment. Limitations are acknowledged, and recommendations for future research are offered, ensuring continued relevance and adaptability in this evolving field.

Date of Award	2025
Original language	English
Awarding Institution	Aberystwyth University
Supervisor	Ian Harris (Supervisor) & Michael Christie (Supervisor)