How Social Media as a Digital Marketing Strategy Influences Chinese Students' Decision to Study Abroad in the United States: A Model Analysis Approach

Zhiqiang Zhao, Ping Ren, Min Tang — Wed, 28 May 2025 00:00:00 +0800

The rise of social media has significantly transformed global education marketing. This study examines the influence of social media as a digital marketing tool on Chinese students' decisions to study in the United States. By using a model analysis approach, the research offers insights to help educational institutions develop effective digital marketing strategies tailored to the Chinese student market. Key influential factors are identified through the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The findings underscore social media's crucial role in shaping Chinese students' perceptions, expectations, and decision-making processes regarding studying abroad. The paper concludes with practical implications and suggestions for future research.

A Case-study of Pre-service vs In-service Teachers’ Openness toward Plurilingual Pedagogies in the UAE: for a Didactisation of Plurilingualism in Teacher Education

Daniela Maria Coelho — Sun, 30 Apr 2023 00:00:00 +0800

Plurilingual pedagogies call for an acknowledgment of an individual's full linguistic and cultural repertoire as a resource for learning. Though the monolingual stance appears to still be largely prevalent in classrooms across the world, plurilingual pedagogies seem to be slowly gaining the interest of some teachers in plurilingual settings as is the case of the UAE. In a recent study (Coelho, Khalil & Shankar, 2022) which analyzed UAE-based in-service teachers’ plurilingual ‘hidden’ practices in their K-12 classrooms, it became clear that teachers were already implementing plurilingualism-oriented strategies, even if in disguised ways so as not to go against the monolingual school policy, and their interest in continuing to do so was clear in the massive number of teachers who showed willingness to learn more about plurilingualism. Based on these results, another study was carried out in order to understand the perspectives of UAE pre-service teachers to compare them with their in-service counterparts. The results indicate that pre-service teachers are less open to the application of plurilingual approaches though very willing to learn more about them. This genuine interest in becoming more acquainted with such pedagogies calls for a revision of current teacher education programs that legitimize and didactisize plurilingual pedagogies.

Journal of Linguistics and Education Research

How Social Media as a Digital Marketing Strategy Influences Chinese Students' Decision to Study Abroad in the United States: A Model Analysis Approach

A Case-study of Pre-service vs In-service Teachers’ Openness toward Plurilingual Pedagogies in the UAE: for a Didactisation of Plurilingualism in Teacher Education