Page 260 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

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The Impact of Social Media Experience on eWOM

Usage Behavior: A Case Study of Students
from the University of Danang

Thi-Thuy-Trinh Tran, Thi-Thanh-Minh Dang, Phuoc-Cuu-Long Le
and Thi-Thu-Huong Dao

The University of Danang, Vietnam-Korea University of Information and Communication
Technology, Danang, Vietnam
{ttttrinh,dttminh,lpclong,dtthuong}@vku.udn.vn

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.

Keywords: Social Media, Social Media Experience, Attitude Toward The
Brand, Attitude Toward Website, eWOM.

1 Introduction

With the constant advancement of science and technology, digital transformation has
emerged as a trend in society and education. Y. Durmaz et al. [6] discovered that the
change in how individuals seek, trade, and receive information had prompted a shift
from a conventional to a digital marketing strategy. According to We Are Social and
Kepios [25], 76.95 million social media users in Vietnam are mainly aged 18 - 34 to
search for information about brands and products.
In addition, individuals can engage in eWOM usage by discussing the brand's
products or services on social media platforms with their friends and acquaintances.
Thus, eWOM is a significant influencer marketing tool [26]. Kim et al. [14] and
Erkan, I. et al. [7] confirmed that social media websites had created a multitude of

CITA 2023 ISBN: 978-604-80-8083-9