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

DOI

10.2991/978-94-6463-694-9_14How to use a DOI?

Keywords

Social media marketing; Perceived usefulness; Cognitive attitude; Gen z’s decision on choosing university

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Le Quan
AU  - Khuat Thi Khanh Linh
AU  - Dao Cong Tuan
PY  - 2025
DA  - 2025/04/30
TI  - Factors Of Social Media Marketing Influencing Gen Z’s Decision On Choosing University In Vietnam
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 207
EP  - 224
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_14
DO  - 10.2991/978-94-6463-694-9_14
ID  - Quan2025
ER  -