The Impact of Social Media Experience on eWOM Usage Behavior: A Case Study of Students from the University of Danang

Abstract

This study aims to explore the impact of social media experience on the eWOM usage behavior of students from the University of Danang, Vietnam. By utilizing a quantitative methodology, a questionnaire comprising 310 responses from university students selected at random has been developed. To determine the relationship between social media experience and eWOM usage behavior, the collected data were subjected to Structural Equation Modeling (SEM) with the AMOS application. The findings of this study indicated that social media experience significantly influences students' eWOM use behavior via two intermediate variables: attitude toward social media websites and attitude toward the University brand. By developing positive attitudes toward social media websites and brands, students with more positive social media experiences were more likely to engage in eWOM behavior. Therefore, this study brings some recommendations for universities to promote positive eWOM usage behavior of students by creating an active and engaging presence on social media platforms.