This study examines the persuasion process involved in social media marketing (SMM), particularly in the higher education sector. Based on the theoretical foundations of the information adoption model, a conceptual model of elaboration of SMM communication is developed and tested. The self-administered survey conducted among a sample of international student travellers in New Zealand examines the influence of argument quality, source credibility, audience involvement and audience engagement on their attitude formation and decision-making. The study particularly examines the mediating effects of audience involvement and engagement in SMM communication. Results based on structural equation modelling suggest that social media content quality is a significant predictor of online users’ transportation, identification and parasocial interaction effects. Despite there being additional evidence to support the arguments over social media, source credibility is found to be a strong influencer of international student traveller’s cognitive, emotional and behavioural engagement dimensions. Further, it is evident from the study that there is a strong correlation between cognitive engagement and attitude formation in SMM. Implications for tourism marketers in terms of SMM strategies are discussed.

By nature, every human being looks for knowledge and once he/she gets that, he/she shares it with others who are around him/her. So, it can be said that human beings are both information consumers and sharers. In the present world, social networks play an important role in human life. Studies reveal that human beings have adopted social media into their work, profession, and so on, other than just communication and entertainment. Education is one of the fields that adopted social media and new technologies to increase the course effectiveness. Social media can facilitate students in following professional societies, organizations, or faculty, as well as contributing discussion points or questions across a network. Nowadays, most of the schools have the technologies, but, if we analyze them, we will understand that they are presentational than interactive. This article gives a clear understanding about social networks and its use in the field of education, and concludes with some important points for the consideration of the school leaders for the use of social networks in the field of education by making use of all the potentials of social networks.