Abstract:
This study investigates the effectiveness of direct-promotional strategies in shaping
students’ intentions to enroll in public universities, focusing on rural districts in Sri
Lanka. In a context of growing competition and limited awareness of Open and
Distance Learning (ODL) opportunities, institutions like the Open University of Sri
Lanka (OUSL) face major outreach challenges. Using the Higher Education Choice
Model (Hossler & Gallagher, 1987), the study analyzes how social media, websites,
advertisements, peer initiatives, and financial messaging influence university
choice.
A quantitative survey-based design was adopted. Data was collected from 239
respondents aged 19 to 24, selected through a random sampling method across four
rural districts. A structured questionnaire captured demographic data and
perceptions of seven key promotional constructs. Construct validity was confirmed
through correlation analysis, while internal consistency was validated with a
Cronbach’s alpha of 0.747, indicating acceptable reliability. Hierarchical multiple
regression was employed to assess the incremental impact of each promotional
factor on students’ enrollment intentions.
The results indicate that “Awareness by University Students” was the most
significant predictor of enrollment intention, followed by social media engagement,
university websites, financial motivation, and institutional awareness campaigns.
Together, these predictors accounted for 69.4% of the variance in students’
enrollment intention (F = 38.923, p < .001). Assumption tests confirmed the
absence of multicollinearity, heteroscedasticity, and autocorrelation, validating the
robustness of the regression model. In contrast, traditional methods such as parental
influence, mass media exposure, and cut-outs/banners did not show statistically
significant effects.
These findings offer valuable implications for higher education policymakers and
administrators. Public sector universities, especially those offering ODL programs,
can adopt more targeted and cost-effective promotional strategies, particularly
leveraging peer advocacy and digital media, to better engage prospective students in
underserved rural regions. The study contributes to the evolving discourse on
equitable access to higher education, emphasising the need for evidence-based
outreach frameworks tailored to the rural realities of developing countries.
