University Students’ Attitudes Toward Influencer-Style Pedagogical Delivery: A Cross-National Study of Brunei Darussalam and Indonesia
The characteristics of social media influencers (charismatic personas, storytelling, humour and the use of layman’s terms) have increasingly permeated into higher education, but there has been little empirical research on how the delivery of social media influencers influences the attitudes of students in formal university setting, especially in Southeast Asian settings. The study investigates the attitudes of university students towards the use of influencer’s pedagogical style, based on Petty and Cacioppo’s (1986) Elaboration Likelihood Model (ELM), which distinguishes between the academic content quality (central route) and the stylistic/persona cues (peripheral route). A quantitative, cross-sectional survey was conducted on a convenience sample of 120 students (70 from Brunei Darussalam and 50 from Bandung, Indonesia) with five-point Likert scales and analysed with SPSS with Pearson correlation, multiple linear regression and independent samples t-text. The reliability of all constructs was very high (α = .908 – .951) The results showed that there was a strong and positive correlation between content quality and attitudes (r = .860) and also between stylistic/persona cues and attitudes (r = .796). The overall model accounted 80.2% of the variance in attitude, with content quality being the more powerful predictor (β = .597) and stylistic/persona cues being a significant independent predictor (β = .363). A significant difference in positive attitudes was found between the Indonesian (M – 3.83) and Bruneian (M = 3.51) respondents. Lastly, the study suggests that the influence-pedagogy approach combine intellectual rigour with entertaining presentations and be applied culturally appropriate to each country’s higher education system.