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Rosita Sayyar Explores Cultural Insights in University Marketing

https://www.wittenborg.eu/how-culture-shapes-digital-marketing-international-students.htm

Digital marketing is everywhere, but how do international students respond to it? Rosita Sayyar, MBM (Master of Business Management) graduate at Wittenborg University of Applied Sciences, studied how cultural backgrounds affect engagement with university digital campaigns.

“This topic is highly relevant due to the increasing global competition among companies to attract international customers. Understanding how cultural differences influence customers’ responses to digital marketing helps companies create more effective, targeted communication strategies,” says Sayyar. “I chose this topic because of my interest in digital marketing and intercultural communication, as well as my own experience as an international student in the Netherlands.”

Sayyar carried out a survey with 122 international students studying in the Netherlands, reaching them through student Facebook groups, LinkedIn, and university networks. The survey looked at reactions to websites, social media, and visual content, and linked these to Hofstede’s six cultural dimensions.

Her findings showed that individualism versus collectivism influenced whether students preferred messages about personal achievement or community benefits. Power distance affected trust: students from high power-distance cultures responded better to authority-based content, while those from low power-distance cultures preferred peer-led messages.

Cultural differences also shaped how much information students wanted. German students, from a high uncertainty-avoidance culture, liked detailed and structured content. Chinese students, from a lower uncertainty-avoidance culture, were fine with shorter, more flexible messaging. Preferences also varied for competitive achievement versus support and well-being, with German students focusing more on career outcomes and Indian students valuing affordability and campus life. Long-term versus short-term focus influenced whether students responded more to future career benefits or immediate outcomes, and restrained cultures generally preferred practical content over purely entertaining material.

Reflecting on her research, Sayyar says, “I especially enjoyed analysing the survey results and discovering patterns in how cultural values influence student behaviour. It was rewarding to see theory translated into real-world insights that could improve communication strategies across cultures.”

Her research shows that universities can improve engagement by adapting their digital marketing to the cultural values of their audiences.

WUP 13/08/2026
by Erene Roux
©WUAS Press