Page 263 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

Thi-Thuy-Trinh Tran, Thi-Thanh-Minh Dang, Phuoc-Cuu-Long Le and Thi-Thu-Huong Dao 247

H1: Social media experience has the positively impact on Attitude toward the
social media website.

The Relationship between Attitude toward Social Media Website and Attitude
Toward the Brand
On the basis of the attitude model towards advertising (Aad), Lutzet et al. [19] and
Mac-Kenzie et al. [20] have shown that a user's attitude toward a website has a direct
impact on their brand attitude. This result is equally pertinent for examining the
association between views toward social media website and attitudes toward the brand
[15], given that social media website are one of the most prominent sites. Currently,
the majority of students obtain University-related information and evaluations via
social networking sites. Hence, the greater the popularity, interest, and attractiveness
of the University's social media platforms, the more positively students would per-
ceive the brand [9]. Thus, the authors present the following second hypothesis:
H2: Attitude toward social media website has the positively impact on Attitude
toward the University brand.

The Relationship between Attitude toward the Brand on eWOM usage behavior
Recent research by Leung X. Y. et al. [17] demonstrated that brand attitude
substantially impacts the intention to utilize eWOM. However, based on the definition
of Hussain S. et al. [13], it can be concluded that brand attitude greatly influences
eWOM usage behavior. Hence, people will share trustworthy, high-quality content
from brands they respect [5]. A strong university brand encourages students to
communicate positive information about the institution, such as the quality of teach-
ing and amenities, with their peers. Universities currently place a greater emphasis
than ever before on communication, including the improvement of eWOM usage
behavior, in order to improve their competitive position, particularly in improving
eWOM usage behavior [11]. Thus, the following is the final hypothesis:
H3: Attitude toward the University brand has the positively impact on eWOM us-
age behavior.

2.3 Research Model

From related theories and results of previous studies, the proposed research model is
as follows:

Figure 1. Proposed research model

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