The influence of sustainable branding and opinion leaders on international students’ intention to study: a case of Universiti Sains Malaysia

Abstract

PurposeThis paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia’s premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at USM. Design/methodology/approachA survey involving 391 international students was conducted using a self-assessment questionnaire, data from which were analysed using partial least squares structural equation modelling. FindingsEmpirical data show that USM’s sustainability brand had a positive impact on international students’ intention to study at the university, but opinion leaders had no significant sway in influencing this decision. This finding could be attributed to USM’s established reputation as a sustainable university, which helps cement its standing as the top choice for international students. Research limitations/implicationsThis research only focussed on international students at one Malaysian university. Hence, the findings are not generalisable, in particular, to illuminate the experiences of students at non-Malaysian institutions, whose contexts are inevitably different than Malaysia’s. Practical implicationsThis study offered a dimensional insight into the university management on the pivotal branding of sustainability as one of the important tools for attracting international students to study at the university. In light of the findings, it is suggested that universities magnify their efforts to support the sustainable agenda, to help create a sustainable university brand that adds value to the interests of stakeholders. Originality/valueUniversities are continuously faced with challenges in terms of branding. Besides, not many universities are branded as sustainable universities despite the high involvement in sustainability-focused activities. Research has scarcely focused on the influence of the “sustainable university brand” on the marketing effort of the university to international students. In studies where this topic was highlighted, they focused on the opinion leader as the moderating influence of the choice of university amongst international students.