Page 270 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

254

job search advice, or university related news, can position the school as a useful and
valuable resource for students.

6.2 Limitations and Further Research

This study contains special contributions and aids colleges in comprehending the role
of social media experience in the electronic behavior of students' word-of-mouth. Yet,
this study has limitations:
First, the method of research employed in this study is random sampling. When
paired with proportional sampling, study results will be more accurate. Thus, this is a
direction for future research.
Second, the sample size is small. Therefore, it is uncertain whether all students use
electronic word of mouth based on the impact of social media experiences. Future
studies must collect more geographically diversified survey samples to boost the sam-
ple's representativeness.

References

1. Ansary, A.; Hashim, N.M.H.N (2018). Brand image and equity: The mediating role of
brand equity drivers and moderating effects of product type and word of mouth, Rev.
Manag. Sci. 12, 969 1002.
2. Bruner, G. C., II, & Kumar, A. (2000). Web commercials and advertising hierarchy-
ofeffects. Journal of Advertising Research, 40(1/2), 35-42.
3. Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of advertising research,
39(5), 27-38.
4. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-
of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1),
47-75.
5.
-61.
6. Durmaz, Y., & Efendioglu, I. H. (2016). Travel from traditional marketing to digital mar-
keting. Global journal of management and business research, 16(E2), 35-40.
7. Erkan, I., & Evans, C. (2016). T
purchase intentions: An extended approach to information adoption. Computers in human
behavior, 61, 47-55.
8. Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on
purchase intention and brand image in Iran. Journal of Advances in Management Research,
15(2), 161-183.
9.
-making journey: An exploratory study. Journal of Marketing for Higher
Education, 25(2), 287 312.
10. Giang, B. T. K. (2018),
, Journal of Science and Technology, 186(10), 147-152.
11. Hiep, T. T., & Giao, H. N. K. (2022),

12. ,
kê.

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