Effectively Utilizing WeChat Service Account to Influence the Behavioral Intention of Prospective International Students from China to Apply for a University in the U.S.

The action research was inspired by the current trend of international student enrollment in the U.S. Through a mixed-methods approach, the action research explored the effective ways for a higher education institution in the U.S. to utilize WeChat service account as a marketing and communication tool to influence the behavioral intentions of prospective international students from China to apply for admissions to the institution. Through the four data sources of qualitative interview, document analysis, focus group interview, and quantitative survey, both quantitative and qualitative data were collected and analyzed for findings to answer the research questions. Specifically, content provided on an institution’s WeChat service account should be relevant to the Chinese student population and up-to-date, and incorporate diverse modalities and creative digital assets. In addition, an institution’s WeChat service account should engage followers through interactive approach, and establish a landing page that is easy for followers to navigate. In terms of the impact of WeChat service account, it has been found that an institution’s WeChat service account may impact students’ behavioral intentions to apply for admissions to the institution both directly, and indirectly through influencing the students’ impressions of the institution and the opinions of their important others.