Investigating how different online content affects narrative transportation

Abstract

Purpose: The main purpose of this dissertation is to gain an insight into whether universities' promotional text can be communicated differently to enhance narrative transportation and the likelihood of recruitment. Additionally, it aims to determine whether narrative transportation is related to persuasion. This study also analyses the issues and limitations encountered during the study and aims to identify recommendations to resolve them. Design: To satisfy the objectives of this study, an examination of local and international literature was complimented with a quasi-experiment in the form of an online survey involving two hundred and forty-four students from the University of Malta. Findings: The findings of the study highlight that the variables length (short versus long) and presentation (list and non-list) in a narrative have an empirical effect on the narrative transportation in student recruitment and leads to persuasion of choose that university over another. The issues and limitations outlined in this study emphasise the need for further research in the area pertaining the effect of narratives and the transportation effect in aspects of the education sector. A number of recommendations were put forward by the researcher in order to resolve the aforementioned issues and limitations. Conclusion: While all scenarios relating to the effect of different types of narratives are supported by evidence, a number of issues continue to arise in the industry. The study therefore concludes that universities must capitalize on technological advancements to target students in the most efficient and effective ways possible through the use of mediums, such as narratives, that are within the capacity of their resources.