The celebrity teacher effect on the enrolment effect of dance organisations - The mediating role of parental satisfaction
Year: 2025
Type: article
Study design: Observational Study
Abstract: Based on authority theory, social learning theory and signalling theory, this study constructs the mechanism of the celebrity teacher effect on the enrolment effect of dance training institutions, and empirically tests it in combination with the mediating role of parental satisfaction and the moderating role of institutional brand awareness. The questionnaire method was used to collect 352 valid samples, and SPSS 22 and STATA 18 were used to conduct the reliability test, correlation analysis and regression analysis. The findings showed that celebrity teacher popularity had a significant positive effect on enrolment effects (β=0.365, p<0.01), in which parent satisfaction played a partial mediating role (indirect effect β=0.302, 95%CI: [0.246, 0.360]). However, teaching ability (β=-0.090, p<0.05) showed a negative effect on enrolment effect, and industry influence did not show a significant effect (p>0.05). In addition, institutional brand awareness failed to significantly moderate the effect of the master teacher effect on the enrolment effect (p>0.05). This study deepens the theoretical application of the celebrity teacher effect in the art education market, reveals the key role of parental satisfaction, and provides practical insights into the enrolment strategies, teacher management and branding of dance training institutions.
Author: Wenjuan Wang
Institution: Seoul School of Integrated Sciences and Technologies
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W4409257999