Factors Of Social Media Marketing Influencing Gen Z’s Decision On Choosing University In Vietnam

Le Quan, Khuat Thi Khanh Linh () and Dao Cong Tuan ()
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Le Quan: Vietnam National University, International School
Khuat Thi Khanh Linh: Vietnam National University, International School
Dao Cong Tuan: Vietnam National University, International School

A chapter in Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-Driven Economy (ICECH 2024), 2025, pp 207-224 from Springer

Abstract: Abstract Research purpose: This study investigated the impact of social media marketing (SMM) on Gen Z’s university choice in Vietnam. Specifically, this study chooses five independent variables: informativeness, trendiness, customization, interactivity, and word-of-mouth, which are the forces of SMM that affect university decision-making through perceived usefulness, perceived trust, and attitudes. Research motivation: The rapid rise of social media has transformed the way Gen Z consumes information and makes decisions. This study is motivated by the need to understand how social media marketing strategies influence the university selection process among Vietnamese Gen Z. Research design, approach, and method: This study used a quantitative research method, gathers data from a sample of 335 Gen Z individuals in Vietnam, aged 18 to 27, through an online survey, and then analyses the data using PLS-SEM. Main findings: This study found that SMM strongly influences the choice of perceived usefulness as a reference. Perceived Usefulness also improves attitude, which affects university choice. SMM does not affect perceived trust, confirming that some gen Zers do not trust social media information. This study also shows that cognitive attitude partially influences Gen Z’s school choice, whereas affective attitude does not. Practical/managerial implications: The findings indicate that SMM has some impacts on Gen Z students’ university choice in Vietnam, proofing the importance of SMM on universities’ marketing plans. However, it also presents a challenge for higher educational institutions to develop effective and appropriate SMM strategies to enhance trust and attract potential students.

Keywords: Social media marketing; Perceived usefulness; Cognitive attitude; Gen z’s decision on choosing university (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-694-9_14

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