Driving enrolment intention through social media engagement: a study of Vietnamese prospective students

Long Nguyen, Vinh Nhat Lu, Jodie Conduit, Thanh Thi Ngoc Tran, Brett Scholz

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Social media platforms provide prospective international students with ready access and exposure to information relevant to international higher education institutions and their respective brand images. We examined the extent to which social media engagement and electronic word-of-mouth (eWOM) activities shape prospective students’ perceived brand image of institutions and, subsequently, their enrolment intention. Findings from a sample of 445 prospective students in Vietnam indicate the indirect effect of social media engagement on enrolment intention via eWOM-seeking activities and perceived brand image. Compared with their postgraduate counterparts, prospective undergraduates’ perception of an institution’s brand image is more strongly influenced by their eWOM-seeking activities on social media. In contrast, the direct influence of perceived brand image on enrolment intention is stronger for prospective postgraduate students. The findings from this study enrich the higher education literature and have implications for higher education providers in relation to developing engagement strategies with prospective students through social media platforms.

Original languageEnglish
Pages (from-to)1040-1055
Number of pages16
JournalHigher Education Research and Development
Volume40
Issue number5
DOIs
Publication statusPublished - 2021
Externally publishedYes

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