Page 268 - 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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Figure 2. Hypotheses testing

5 Discussion

Research results showed that social media experience significantly influences
students' eWOM use behavior through two intermediate variables, Attitude toward
social media websites and Attitude towards the University Brand, with coefficients
regression is 0.75, 0.58, 0.77, respectively. The data analysis demonstrated the
validity and dependability of the model's scales. According to research, students with
a positive social media experience are more likely to engage in eWOM behavior by
developing good attitudes toward social media websites and brands. Social media
experience can play a significant role in shaping students' attitudes towards a social
media website of a university. Particularly, favorable social media experiences can
motivate students to participate in eWOM relevant to their learning experiences, such
as providing information on training programs, facilities, teaching quality, etc. This
positively impacts the University's brand and influences the opinions of other students
toward the institution.
Conversely, negative social media experiences, such as unfavorable comments or
criticism, can deter students from engaging in eWOM regarding academic concerns.
This is similar to the research results of Kirthana Mathivannan [15]. Another study by
Trusov, Bucklin, and Pauwels [24] also found that social media experiences significantly
impact eWOM behavior. Students with a more positive social media experience were
likelier to develop a stronger attachment to the brand and engage in eWOM behavior.
Therefore, it is essential for universities to determine the influence of social network
experiences on students' eWOM usage behavior. This is a platform where universities

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