Ảnh hưởng marketing truyền thông xã hội đến quyết định lựa chọn trường đại học

In the contemporary landscape shaped by the digital economy, social media marketing has emerged as an indispensable tool, profoundly influencing various sectors, including higher education. Educational institutions increasingly leverage these platforms to attract prospective students, making an understanding of their impact on university selection decisions paramount. Despite growing recognition of social media's role, comprehensive academic exploration into specific factors driving these choices remains nascent. This study addresses this gap by investigating the intricate ways in which various social media marketing elements influence the decision-making process of 12th-grade students and early-year university undergraduates when choosing their academic path. By illuminating these dynamics, we aim to provide crucial insights into the evolving mechanisms of student recruitment in higher education.

University administrators, marketing and admissions departments in higher education institutions, educational policymakers, and researchers in digital marketing and student recruitment.

This research provides a comprehensive analysis of the impact of social media marketing factors on university selection decisions, focusing on 12th-grade and first- and second-year university students within the digital economy. Employing a mixed-methods approach, combining qualitative insights from focus group discussions with 8 experts and quantitative data from 267 valid survey questionnaires, the study successfully identified four critical factors: Trend and Customization, Entertainment, Interaction, and Electronic Word-of-Mouth. A distinctive contribution of this research is the novel integration of "Trend" and "Customization" into a single factor, which underscores the contemporary demand for personalized content aligned with current career trajectories. Furthermore, the study highlights the significant selectivity and authenticity associated with Electronic Word-of-Mouth, thereby enriching the understanding of user behavior in digital environments. Theoretically, this work clarifies the structure and content of social media marketing factors pertinent to the higher education sector. Practically, it proposes four distinct groups of managerial implications, designed to empower universities in enhancing their social media marketing strategies, ultimately optimizing their student recruitment and engagement efforts. This study offers valuable guidance for higher education institutions navigating the complexities of digital marketing to better support students' university choice decisions.