Page 269 - 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 253

can encourage their students to share ideas and suggestions to promote the Universi-
ty's brand by creating an active and engaging presence on social media platforms.
In this study, the authors has provided a complete research methodology to
elucidate the impact of social media experience and its role on eWOM usage behavior
through attitudes towards social media websites and the University brand in the
education industry, especially students of Universities in Da Nang, Vietnam. Previous
research by Leung X. Y. et al. [17] has explored the significant influence of the
attitude toward the brand and the intention to use eWOM. However, this study is lim-
ited to investigating the intention to use eWOM, and the influence of social media
marketing experiences on eWOM usage behavior is not explored in depth. Conse-
quently, the author's research is the first empirical study to provide a comprehensive
conceptual framework for the impact of social media experiences on eWOM usage
behavior among students, as eWOM is related to consumer behavior in exchanging
information about products or services across digital communities [7, 12].
Furthermore, based on the development of the attitude to advertising model
combined with the literature explaining the relationship between social media
experience and eWOM usage behavior, the results of the proposed research model
have demonstrated that the model's application is consistent with survey data from
Vietnam. These statistics aid academic and applied researchers in understanding the
impact of increased social media experiences on university student eWOM usage
behavior.

6 Conclusion

6.1 Conclusion and Implication

By determining the relationship between social media experience and electronic
word-of-mouth behavior, the case study of University students in Da Nang, the study
proposes some managerial implications to support managers and members of the
University in enhancing positive word-of-mouth behavior among students, specifical-
ly as follows:
Firstly, enhance the social media experience. This is the most important factor
affecting students' electronic word-of-mouth behavior. Thus, universities should
develop consistent and engaging content for students. In addition, universities can
encourage positive interactions among their students by creating social media groups
or pages for various academic programs, organizations, and departments. These
groups can enable student conversations, and chances for networking.
Secondly, increase the positive attitude toward the school's social media platforms.
Universities should monitor their social media channels for feedback and promptly
respond to comments and questions. This can help build trust and improve students'
social media experience.
Finally, build a good attitude toward the brand of the University. To achieve this,
the University should establish a clear and consistent brand identity across all social
media platforms. In addition, regularly sharing helpful information, such as study tips,

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