Public Administration Perspective

The Usage of Signaling Theory in Attracting Entrance Exam Candidates to Agricultural Major

Document Type : Based on PhD Thesis

Authors

1 Department of Agricultural Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan, Zanjan, Iran

2 Department of Agricultural Extension, Communication and Rural Development, Faculty of Agriculture, University of Zanjan,, Zanjan, Iran

Abstract

Purpose: The statistics of students in recent years present important changes in the university education process in Iran. Vacancies of university seats in some majors will lead to serious issues in employment and the country's economic status in the future. Over the past few years, agricultural colleges have faced a decline in the number of candidates registering for entrance exams in this area, and this trend continues unabated. The present study investigated the usage of signaling theory in attracting university entrance exam candidates to agricultural faculties, with the ultimate goal of training skilled and specialized human resources for activities in production, research, education, dissemination, and promotion of knowledge and technology in the fields of agriculture and rural development. Signaling theory examines how information is transmitted between individuals or organizations, clarifying that organizations strive to convey as much useful information as possible to people outside the organization, enabling recipients to develop a more positive attitude towards the organization.
Design/ methodology/ approach:  This study is applied in terms of its purpose and was conducted within the framework of a qualitative approach. Since the researcher aims to test or examine the validity of the theory, the deductive content analysis method was employed. Data collection tools included unstructured interviews, with the main themes of the interviews focusing on identifying factors that influence the choice of agricultural engineering as a field of study. To conduct the research, interviews were conducted with 12 undergraduate students in the field of agriculture in Iran. After interviewing purposefully selected participants through snowball sampling, the obtained data were coded using content analysis. The analysis of the interviews focused on factors related to signaling theory.
Research Findings: The findings indicated that, among organizational characteristics, both instrumental and symbolic attributes are effective in attracting university entrance exam candidates to the agricultural field, with instrumental attributes having a greater impact. Among the instrumental attributes, "job opportunity" and "quality of education," and among the symbolic attributes, "scientific reputation of the professors and " reputation of the faculty" had the largest contribution. Also, "Advertising at the organizational and individual level" was recognized as a very important indicator in the transmission of information regarding the specifications of agricultural colleges. In the meantime, the role of advertising at the organizational level was more than at the individual level. It was also shown that faculty officials can effectively manage organizational-level advertising, while students or graduates of agricultural programs can take on individual-level advertising effectively.
Limitations & Consequences: One of the limitations of the research was the reluctance of some students to participate in the interviews. To address this issue, the initial interviewees were asked to identify individuals among their peers in agricultural faculties who were willing to participate in the interviews. This approach aimed to minimize the negative impact of this limitation on the validity of the study.
Practical Consequences: The findings of the present study can be utilized by higher education planners, who, by understanding which characteristics of agricultural faculties have the greatest impact on entrance exam candidates' choice to study at these faculties, can reduce the information asymmetry between agricultural faculty officials and candidates. As a result, candidates will be attracted to agricultural programs through increased information, ultimately leading to the development of specialized human resources needed in the field of agriculture and, consequently, the country's economic development.
Innovation or value of the Article: Signaling theory is an economic and social concept that has not yet been studied in the context of university major selection, which is a social phenomenon. This research examines it for the first time in the field of higher education.
Paper Type: Original Paper
 

Keywords

  1. Adebo, G. & Sekumade, A. (2013). Determinants of career choice of Agricultural profession among the Students of the Faculty of Agricultural Sciences in Ekiti State University, Nigeria. Journal of agricultural extension and rural development, 5(11), 249-255.
  2. Ahamad, F., Saini, G. K. & Jawahar, I. (2022). Interactive influence of work–life balance benefits, employee recommendation, and job attributes on employer attractiveness and job pursuit intentions: two experiments. Asian Business & Management, (3)22, 1215-1242.
  3. Alston, A. J., Roberts, R. & English, C. W. (2020). Toward a Holistic Agricultural Student Recruitment Model: A National Analysis of the Factors Affecting Students’ Decision to Pursue an Agricultural Related Degree. Journal of Research in Technical Careers, 4(1),1-23.
  4. Ana-Andreea, M., Liviu, N. M. & Alina, M. C. (2013). Factors of influence in the choice of a higher education specialization in Romania. Procedia-Social and Behavioral Sciences, 84, 1041-1044.
  5. Baker, L. M., Settle, Q., Chiarelli, C. & Irani, T. (2013). Recruiting Strategically: Increasing Enrollment in Academic Programs of Agriculture. Journal of Agricultural Education, 54(3), 54-66.
  6. Beheshty, S.S. & Rezayat., G. (2015). Using NVivo 10 in Qualitative Data Analysis. Tehran: Sokhanvaran. [In Persian].
  1. Bharadwaj, S., Khan, N. A. & Yameen, M. (2022). Unbundling employer branding, job satisfaction, organizational identification and employee retention: a sequential mediation analysis. Asia-Pacific Journal of Business Administration, 14(3), 309-334.
  1. Cathcart, T., Bhushan, S. & Fernando, S. (2005). Agricultural Engineering Education in Developing Countries. Paper presented at the 2005 Annual Conference.
  2. Celani, A. & Singh, P. (2011). Signaling theory and applicant attraction outcomes. Personnel review.
  3. Chang, E. & Chin, H. (2018). Signaling or experiencing: Commitment HRM effects on recruitment and employees' online ratings. Journal of Business Research, 84, 175-185.
  4. Chemjor, E. J. (2016). Factors Influencing The Choice Of Agriculture Subject By Boys And Girls In Public Secondary Schools In Kajiado County, Kenya. (Master ), University of Nairobi.
  5. Connelly, B. L., Certo, S. T., Ireland, R. D. & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67.
  6. Connelly, B. L., Certo, S. T., Reutzel, C. R., DesJardine, M. R. & Zhou, Y. S. (2024). Signaling theory: state of the theory and its future. Journal of management, 51(1), 24-61.
  7. Connie, G., Rahman, A., Subramanian, P., Ranom, R. & Osman, Z. (2018). Exploring Key Factors Influencing University Choice: An Empirical Study on Malaysia Students.
  8. Dlamini, N. F. (2017). Factors influencing the choice of agriculture as a study discipline by undergraduates: a case study of a Distance University’s Agriculture Department. (MASTER OF SCIENCE), University Of South Africa.
  9. Dunham, B. (2011). The role for signaling theory and receiver psychology in marketing Evolutionary psychology in the business sciences (pp. 225-256): Springer.
  10. Durdyev, S. & Ihtiyar, A. (2019). Structural equation model of factors influencing students to major in architecture, engineering, and construction. Journal of Professional Issues in Engineering Education and Practice, 145(2), 05018019.
  11. Ehrmantraut, L., Pinger, P. & Stans, R. (2020). The expected (signaling) value of higher education.
  12. Faiz, A. & Shahabi, A. (2010). Evaluation and prioritization of barriers to university-industry communication (case study of Semnan city). Quartely of Educational Leadership and ministration, 4(2), 97-124. [In Persian].
  13. Garwe, E. C. (2015). Trends in student enrolments in agricultural degree programmes in Zimbabwe. Global Journal of Educational Studies, 1(1), 62-77.
  14. Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of retailing and consumer services, 40, 295-298.
  15. Gyimah-Brempong, K. & Ondiege, P. (2011). Reforming higher education: access, equity, and financing in Botswana, Ethiopia, Kenya, South Africa, and Tunisia. World, 3, 0-20.
  16. Hossler, D. & Gallagher, K. (1987). Studying Student College Choice: A Three-Phase Model and the Implication...-SuperSearch powered by Summon. College and University, 62, 201-221.
  17. Inegbedion, G. & Islam, M. M. (2020). Youth Motivations to Study Agriculture in Tertiary Institutions. The Journal of Agricultural Education and Extension, 1-16.
  1. Jongmans, E., Jeannot, F., Liang, L. & Damperat, M. (2022). Impact of website visual design on user experience and website evaluation: the sequential mediating roles of usability and pleasure. Journal of Marketing Management, 38(17-18), 2078-2113.
  1. khademmasjedi, H. & Noroozi, D. (2017). The Impact of the Using Information and Communication Iechnology (ICT) by Parents and Classmates on Choosing the Field of Study by Students (Dushanbe, Tajikistan). Educational Pcychology, 42(12), 41-56. [In Persian].
  2. Kiani, M., Rahimi, H. & Sara Mirzaei,  S. (2022). A Study about Factors Influencing the selection of University Majors by newly admitted students: Explaining the role of satisfying basic psychological needs and thinking about the future. Higher education letter, 15(57), 108-131. [In Persian].
  3. Kieliszek, A. (2021). A Signaling Theory Perspective on Building Supportive Responses to Organizational Change: An Experimental Study. Junior Management Science (JUMS), 6(4), 700-744.
  4. Lee, J. W., Kim, B. K., Lim, S., & Chang, E. (2025). Multiple Reputation Effects on Employee Turnover Intention under Uncertainty: A Signaling Theory Explanation. Korean Academic Society of Business Administration, 54(1), 27-54.
  5. Luo, J., Ferreira, A. I., Lievens, F. & Trigo, B. R. (2023). Employer branding in the healthcare sector: The role of instrumental and symbolic image attributes among potential applicants and doctors. chinese human resources management, 14(2), 23-37.
  6. Mohammadpur. A. (2013). Qualitative Research Method Counter Method 2. Tehran: Agah. [In Persian].
  7. Momeni Rad, A. (2013). Qualitative content analysis in research tradition: nature, stages and validity of the results. Quartely of Education Measurement, 4(14), 187-222. [In Persian].
  8. Moogan, Y. J. (2011). Can a higher education institution's marketing strategy improve the student in stitution match? International Journal of educational management, 6(25), 570-589.
  9. Mulyono, H., Hadian, A., Purba, N. & Pramono, R. (2020). Effect of service quality toward student satisfaction and loyalty in higher education. The Journal of Asian Finance, Economics and Business, 7(10), 929-938.
  10. Myers, B. E., Breja, L. M. & Dyer, J. E. (2004). Solutions to recruitment issues of high school agricultural education programs. Journal of Agricultural Education, 45, 12-21.
  11. Nazidin, N. M., Ismail, I. & Haron, H. (2019). The Intention to Enroll among Students of Private Higher Learning Institutions. Paper presented at the KnE Social Sciences.
  1. Potts, A., Maadad, N. & Yu, M. (2018). Children and television: Vicarious socialisation experiences. Research on Education and Media, 10(1), 20-29.
  1. Quadlin, N. (2017). Funding sources, family income, and fields of study in college. Social Forces, 96(1), 91-120.
  2. Rababah, A. (2016). Factors influencing the students’ choice of accounting as a major: The case of X University in United Arab Emirates. International Business Research, 9(10), 25-32.
  3. Razzaghiasl, S. (2010). Factors in Choosing Urban Design in Iran from the Viewpoints of Students. Armanshahr Architecture & Urban Development, 3(4), 69-76. [In Persian].
  4. Sarwar, A. & Masood, R. (2015). Factors Affecting Selection Of Specialization By Business Graduates. Science International, 27(1), 489-495.
  5. Shafiei, M., Rahman-Puri, M. & Bahadori, M. (2011). Examining the barriers and solutions of the relationship between industry and university (case study: Big Tehran Power Distribution Company).Ouartely journal of Innovation and entrepreneurship, 1(1), 5-18. [In Persian].
  6. Shtudiner, Z. e., Zwilling, M. & Kantor, J. (2017). Field of study choice: Using conjoint analysis and clustering. International journal of educational management, 31(2), 179-188.
  7. Simoes, C. & Soares, A. M. (2010). Applying to higher education: information sources and choice factors. Studies in Higher Education, 35(4), 371-389.
  8. Statistical Center of Iran. (2017). Students of universities and higher education centers and Islamic Azad University according to major groups of study fields. [In Persian].
  9. Spillman-Decell, A., Roberts, R., Stair, K. S., & Burnett, M. F. (2025). Successful Programming for the Recruitment of Underrepresented Student Populations in Agriculture: A Case Study of a Diversity Initiative at an 1862 Land-Grant University. Journal of Agricultural Education, 66(1), 5-5.
  10. Valitov, S. M. (2014). University brand as a modern way of winning competitive advantage. Procedia-Social and Behavioral Sciences, 152, 295-299.
  11. Vinayak, P. C., Khan, B. M. & Jain, M. C. (2017). Role of signalling theory in potential applicant attraction: an employer branding perspective. International Journal of Emerging Research in Management & Technology, 6(4), 2278-9359.
  12. Wu, C. W. & Reuer, J. J. (2021). Acquirers’ reception of signals in M&A markets: Effects of acquirer experiences on target selection. Journal of Management Studies, 58(5), 1237-1266.
  13. Zamani, A. & Pouratashi., M. (2020). An Analysis on the Trend of Social Demand for Studying in “Higher Education” Academic Major. Quartely of Social Studies and Research in Iran, 9(2), 343-371. [In Persian].
  14. Zivari, M., Noori, H., Gholami, M. R,. Gholami. M.R & Ghasemi Rooshan., E. (2021). Deductive content analysis of the relationship between religiosity and social justice in Nahj al-Balaghah. Quarterly Journal of Nahjolbalagha, 8(32), 41-60. [In Persian].

 

Public Administration Perspective
Volume 16, Issue 1 - Serial Number 61
April 2025
Pages 127-146