| dc.description.abstract | Nowadays, student is described as digital natives who have worked in digital environment of most of their living (Marc Prensky, 2001). They are now having more opportunities to access to the great information resources on the Internet, and fulfill their knowledge with information about university. Social media is one of the most common tools used for raising visibility of the university with their prospective students. It has the potential to create the platforms for communication and engagement between university and prospective students which the social networks are in charge of. However, not many studies were conducted regarding the effects of social media on relational marketing in higher education.
This study is conduct with the purpose of identifying the factors of social networking sites as part of social media marketing that influence the university selection of high school students. It applied quantitative methods with the survey questionnaires were designed to measure 33 scales of four independent variables and one dependent variable The valid sample was collected from 304 12th grade student whom planned to go to university and used at least one social networking site. Then, the data analysis processes were conducted via SPSS 22. Software.
Finally, the study results found out four factors of the social network contents including “Source Credibility”, “Argument Quality”, “Electronic Word-out-mouth” (E-WOM) and “Brand Exposure” all have positive impact on the student university selection. Among them, “University Selection” has the strongest correlation with the “Argument Quality” of the contents on social networks. “Brand Exposure” and E-WOM also have significant relationship with this dependent variable, whereas “Source Credibility” is the weakest-influence factors toward this dimension. | en_US |
