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Publication
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| Research Title |
Effects of User-Generated Content through Social Media and Brand Equity on Intention to Study at a Higher Education Institution with the Moderating Effect of Subjective Norms |
| Date of Distribution |
5 December 2024 |
| Conference |
| Title of the Conference |
GSRD International Conference, Tokyo, Japan, 05th December, 2024 |
| Organiser |
Global Society for Research and Development (GSRD) |
| Conference Place |
Tokyo, Japan |
| Province/State |
Tokyo, Japan |
| Conference Date |
5 December 2024 |
| To |
5 December 2024 |
| Proceeding Paper |
| Volume |
2024 |
| Issue |
- |
| Page |
1-5 |
| Editors/edition/publisher |
Institute for Technology and Research (ITRESEARCH) |
| Abstract |
This research examines the impact of user-generated content (UGC) and brand equity on students’ intentions to study at a higher education institution, focusing on the moderating effect of subjective norms. Using PLS-SEM analysis of data from 400 university students, the findings indicate that UGC significantly enhances brand equity and has both direct and indirect effects on students' intention to study. Plus, brand equity boosts students’ intentions to study. Interestingly, the analysis reveals that subjective norms do not moderate the relationship between UGC and brand equity. These findings offer fresh insights for higher education marketing strategies, emphasizing the critical role of digital content, branding, and social influence. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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