Impact of Emotional Advertising on Admission Intention for Non-State (Private) Universities in Sri Lanka: With Special Reference to Bachelor’s Degree Programs

This study investigates the role of emotional appeals of love, humor, happiness, and excitement in shaping students’ decisions to enroll in non-state universities, offering critical insights for enhancing institutional marketing strategies within a competitive higher education landscape. In a context, where state universities are traditionally favored for higher education, such as in Sri Lanka, non-state universities may face the challenge of distinguishing themselves through innovative branding. The study involved a quantitative, cross-sectional survey of 350 prospective students in the commercial capital, with multiple regression analysis used to assess the impact of these emotional factors on students’ intentions to enroll. Findings reveal that out of emotional appeals, love, humor, and excitement significantly influence admission decisions, with love identified as the most impactful factor. Conversely, happiness showed no significant effect, underscoring the need for relational and dynamic emotional appeals in private university advertising. This study addresses a critical gap in higher education marketing by examining the underutilization of emotional advertising in student recruitment strategies. By focusing on Sri Lanka, a context where emotional appeals in education marketing remain largely unexplored, the research provides novel insights for private universities aiming to optimize institutional performance and competitiveness.