Enhancing school appeal: How experiential marketing influences perceived school attractiveness in the urban context

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Abstract

This study explores the mechanisms that underlie the effect of school marketing strategies on parents’ perceived school attractiveness, particularly emphasizing the mediating role of parents’ perceptions of being welcomed in urban schools. Additionally, we investigated how schools’ marketing strategies work differently among parents with different value orientations toward schooling. Structural Equation Modeling and Cluster Analysis Data were applied to analyze 510 questionnaires collected from parents. Two experiential marketing strategies, namely, one-way disseminating materials and interactive social networking, impacted parents’ perceived attractiveness of schools differently with the feeling of being welcomed mediating the relationship between parents and schools. Additionally, parents’ value orientations toward schooling could be classified into three profiles. The results suggest that schools should consider parents’ needs and preferences concerning their children’s schooling and employ appropriate marketing strategies to engage different types of parents. To facilitate this outcome, individualized interaction is necessary to accommodate the diverse needs of parents. The overall structural equation model validates the mechanism of experiential marketing in influencing parental perceptions, and the cluster analysis underscores the need to explore the complex relationship between parents’ educational priorities and their interpretation of marketing strategies. Copyright © 2023 The Author(s).

Original languageEnglish
JournalEducation and Urban Society
Early online dateNov 2023
DOIs
Publication statusE-pub ahead of print - Nov 2023

Citation

Ho, C. S. M., Lee, T. T.-L., & Lu, J. (2023). Enhancing school appeal: How experiential marketing influences perceived school attractiveness in the urban context. Education and Urban Society. Advance online publication. https://doi.org/10.1177/00131245231205261

Keywords

  • Experiential marketing
  • Perceived school attractiveness
  • Parents’ perceptions
  • School marketing strategies
  • Value orientations toward schooling

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