In this report, there are 83% of prospective students have been using social networks as channels to research information about study abroad procedure.. Social networks are proving an in
GENERAL INFORMATION
Introduction
Social networks have grown rapidly, connecting family and friends and enabling the widespread sharing of information Technological innovation has become a powerful force shaping consumer behavior, with social networks increasingly integrated into daily life People rely on these platforms as sources of information during the buying decision process, using posts, reviews, and recommendations from friends and followers to evaluate products and services In turn, users’ shared experiences and advice can influence others’ purchasing choices Moreover, social networks are among the most effective tools for marketing and business development today; consumers often turn to these networks for guidance, and enterprises leverage them as advertising channels to reach potential customers and generate new business opportunities.
Worldwide internet use has grown significantly, with the global internet user base increasing by 21% since 2015 and reaching 2.8 billion users in 2017 (Kemp, 2017) Social networks have transformed how people communicate, access information, and make decisions For young students and modern parents alike, social networks are a primary source of information and a key channel for peer-to-peer communication (Kemp, 2017).
A 2017 report reveals that 83% of prospective students use social networks to research information about study abroad procedures In an era of globalization and rapid advances in science, technology, and the internet—especially social networks—studying abroad has become an indispensable pathway for many young people to realize the “Global Citizen” dream, expanding their knowledge beyond traditional educational styles and their current world This trend broadens students’ awareness of diverse cultures and contributes to a more comprehensive understanding of today’s society beyond the limits of home-country education (Johnson and Stewart, 1991) Kinginger (2007) notes that students who have studied abroad often demonstrate cognitive and creative thinking that surpasses that of students with only educational experiences in their home country.
One of the reasons why studying abroad is becoming increasingly important is that globalization has opened up international employment opportunities Qiang
As observed in 2003, globalization has driven a noticeable rise in international labor recruitment, intensifying competition in the global job market and pushing students to pursue opportunities to boost their career prospects through high-quality education with qualifications recognized worldwide (Mpinganjira, 2009) To date, the concept of overseas study has evolved into a viable service business, with study-abroad programs increasingly positioned as a core educational activity.
Social networks have transformed how enterprises communicate with potential customers, a shift that now extends to education consultancy aiming to influence both parents’ and students’ decisions Morris (2012) found that students use social networks to help with university choices Today, social networks provide a powerful platform for prospective students to gather information and inform their study-abroad decisions and study destination choices, as highlighted in the We Are Social report.
Students use a variety of information sources—online resources, social networks, newspapers, word of mouth, education consultancies, and government sources—to guide decision making about study abroad Despite this wide range of options, overseas students often lack clear knowledge about which courses to choose and what job prospects follow a degree, highlighting the need for professional guidance in the final decision Social networks are used by students to assist university decision making, and education agencies can use these networks to boost visibility and attract more prospective students As demand for studying abroad grows in Vietnam, education consultant agencies are expanding to support the full study‑abroad process, creating a dynamic and competitive market; OSI Vietnam is among firms navigating this boom by leveraging technology and social networks to reach prospective students.
OSI Vietnam has operated in the market for over 20 years, yet it remains a small, relatively unknown enterprise With only 12 employees who juggle multiple roles—consultants, customer service representatives, marketers, cashiers, and international relations coordinators—the company faces diluted responsibilities and limited marketing effectiveness Staff training focuses on professional counseling and telephone-based customer care, but lacks formal marketing education The absence of a dedicated marketing department leads to weak branding and publicity, as many team members concentrate on visa processing rather than market outreach Owing to the tight budget typical of small businesses, opportunities for traditional promotion, seminars, and events are scarce Therefore, OSI Vietnam needs a cost-efficient, high-impact marketing plan to boost visibility and drive growth.
Although www.osivietnam.com and a Facebook fan page exist, they are not regularly updated and lack a dedicated marketing specialist, which diminishes the effectiveness of the company’s online presence The current approach relies on infrequent, annual campaigns with no sustained strategy For example, the company partnered with Thanh Nien Newspaper to participate in the graduate-season consultancy program; while it produced immediate results, it failed to deliver long-term, stable growth To build lasting brand visibility and lead generation, the company should adopt a consistent content strategy, perform regular content refreshes, and allocate resources to a dedicated marketing team to drive ongoing digital marketing across channels.
Competitors are leveraging social networking and online marketing more aggressively, increasing awareness of alternatives and reducing the number of customers who know about and choose OSI Vietnam The traditional approach has become passive and outdated, so the company must rethink and overhaul its marketing plan as soon as possible to prevent a continual decline Without a proactive digital marketing strategy, OSI Vietnam risks losing market share day by day.
OSI Vietnam is facing persistent challenges in attracting new customers through traditional word-of-mouth and relationship-based methods, and its leadership recognizes that a passive approach won’t keep pace in a rapidly changing market The author, a former OSI Vietnam teammate who still considers the company her second family, aims to take decisive action to help the business navigate this difficult period In discussions with the board, the company concludes that establishing a dedicated marketing department is essential, but with a limited initial budget the author recommends a lean, high-impact shift to social media marketing to broaden OSI Vietnam’s brand image and reach new communities By embracing digital marketing and a strategic social networking plan, OSI Vietnam can improve brand awareness, accelerate customer acquisition, and compete effectively in a dynamic, technology-driven environment.
OSI Vietnam was selected by the author because of the author’s prior role as a counsellor for the company, which reveals that despite strong service, the business lacks a clear marketing strategy and effective advertising, risking loss to competitors The next section introduces OSI Vietnam and its marketing challenges, explaining why the author conducts this research to propose a strategic marketing campaign Although numerous studies address whether social networks influence consumer decision-making, there are few specific investigations in Vietnam Therefore, this study examines the impact of social networks on students’ choices, with the goal of guiding OSI Vietnam’s marketing efforts to improve visibility, engagement, and conversions in the Vietnamese market.
Education consultant agency: Solution of marketing on social network for OSI Vietnam”
Research objectives and research questions
Research’s objective is to indentify the way that social network influence to students on making decision when they are finding education consultant agency for their studying abroad process
Related to research’s objectives, the questions are set as follow:
1 How does social network impact on student’s choice?
2 What social networking sites do students use to search education consultant agency?
3 Which social networking sites influenced student’s decision making?
Scope of research
This study analyzes students who used education consultant centers to obtain student visas and pursue study abroad opportunities After navigating the selection process to reach a final decision, these students reveal the factors that produced the highest efficiency in their choice and how social networks influenced their decisions It specifies the social networking sites they relied on (such as Facebook, Instagram, LinkedIn, and WhatsApp) and explains how these platforms supported information gathering, peer validation, and advisor referrals during the selection process The focus is on students who studied in the United States, Canada, and Australia, with the aim of clarifying the role of social media in the study-abroad decision and the practical considerations for future applicants and education consultants.
- OSI Vietnam Staff: They know the problems and the needs They have more efficient marketing campaigns to attract more students and develop their business
Education counselors were interviewed because they work at a company actively running online marketing, allowing us to see clearly the effectiveness of social networking marketing and to draw practical lessons from their experience The conversation highlights how targeted social media campaigns, compelling content, and data-driven optimization drive engagement and ROI, with concrete examples from their campaigns Based on these insights, the article presents actionable solutions to help OSI Vietnam refine its marketing strategy, including channel selection, messaging, content planning, and metrics to track success.
Parents exert the greatest influence on students’ study-abroad decisions McFadden (2015) reports that nearly 60% of prospective study-abroad students research schools with their parents, and 61% of parents say they will make the final decision, highlighting how family input shapes international education choices.
This study utilizes both primary and secondary data sources Secondary data were gathered from books, magazines, and online resources, while primary data were collected through a survey conducted with questionnaires.
Semi structure interview’s objective is exploring the insights and specific information
In this qualitative study, the author conducted one-on-one interviews with participants aligned to four distinct research objectives to elicit diverse insights for the research, and 13 individuals agreed to participate in the interviews.
International students in the United States and Canada who secured their student visas with OSI Vietnam share their positive experiences The author reached out to them to invite interviews and conducted one-on-one conversations via Facebook Messenger, Zalo, Skype, and other channels They are very happy and satisfied with OSI Vietnam and pledge to share OSI Vietnam promotions on their social networks.
Two parents who partner with OSI Vietnam to arrange study-abroad opportunities for their children shared that they first learned about OSI through a friend’s referral; without that personal introduction, they wouldn’t have known OSI existed or considered its programs They also urged that OSI should invest in broader marketing to promote its brand, especially on social networks, so more families can discover OSI Vietnam’s study-abroad offerings.
During a board meeting, OSI Vietnam’s Board of Directors and the Office Manager acknowledged the lack of effective marketing campaigns that has led to dwindling student enrollment They stressed the need to adapt to the new technology era and agreed to commission a thesis using OSI Vietnam as a real-world case study to pinpoint effective marketing strategies and modernization steps for sustainable growth.
References from marketers and counselors at other agents reveal that these professionals, though established after OSI Vietnam, are now growing faster thanks to an active social media approach that engages a global community Their extensive experience in education marketing across multiple agencies yields practical ideas for promoting study-abroad opportunities on social platforms to meet international student demand and to strengthen OSI Vietnam's competitive edge.
Interviews lasted approximately 30 to 45 minutes, with some recordings affected by time-zone differences and unstable internet connections The author re-connected with participants to complete the transcript versions During the thesis period, the author faced a busy work season and frequent travel, yet she remained focused and did her best to complete the thesis on time.
This study uses a combination of qualitative methods to capture non-numeric information that reveals human emotions and behaviors Qualitative research focuses on describing experiences, meanings, and perspectives rather than measuring variables numerically Discovering participants' experiences in a qualitative study is commonly viewed through a phenomenological approach, which aims to understand how individuals perceive and interpret their lived realities Furthermore, this approach emphasizes depth and context, providing rich insights into the phenomena under investigation.
Qualitative research is suitable to answer the question of “How” and “Why” (Hennink et al., 2011)
Qualitative research should acknowledge researchers’ attitudes, values, and behaviors at the outset and integrate them into the study itself A classic example is group interviews and structured questions with open-ended responses that yield qualitative data, since these prompts let participants articulate in their own words, enabling in-depth analysis and a genuine understanding of the research problem However, this approach can be time-consuming and the pool of respondents is limited to those who participate As Palys and Atchison (2014) note, qualitative research is often exploratory; Flick (2015) emphasizes that its primary aim is to understand the reasons, opinions, and motivations of participants, and Karlsson (2016) adds that qualitative work can reveal emerging trends Methods range from unstructured to semi-structured (Robson and McCartan, 2016), with interviews being among the most common Whatever qualitative technique is chosen, it should yield insight into the core of the issue, capturing participants’ responses, comments, and ideas (Taylor et al., 2015).
This study adopts the Engle (1995) choice model and the framework of Kardes, Cronley, and Cline (2011) as its primary theoretical lens to examine how social networks influence each step of the consumer decision process The five steps—Need; Information search; Evaluation of Alternative; Purchase decision; and Post purchase—each have their own factors that can drive progression to the next stage and ultimately shape the final decision By linking social-network dynamics to these stages, the study highlights how online communities, peer input, and social endorsements can affect need recognition, information gathering, evaluation of options, purchasing outcomes, and post-purchase behavior throughout the consumer journey.
This study finds that the impact of social networks is strongest at Step 2 (Information Search) and Step 3 (Evaluation of Alternatives), because students nearly always turn to the internet and social networks to seek and assess their concerns, making every positive or negative online recommendation a potential influence on their decisions.
Social media exerts a moderate influence: when users see high-performing content, it motivates them to clarify their needs and decide where to go next In step 4, outcomes depend primarily on the quality of service and the consultant’s expertise, as well as how well agents instill confidence in customers—the greater the trust, the more business opportunities they can win The final step, post-purchase, closes the individual’s decision-making journey for that cycle, while simultaneously marking the start of a new cycle for other prospects.
Outline of research
2.1 Overview of the trend of studying abroad
According to HSBC Group (2017), the trend of studying abroad is growing rapidly, with Asian parents more inclined than those from other regions to send their children overseas for study The findings show that Asian students account for 53% of the total international student population, underscoring Asia's dominant role in international education demand.
Table 2.1 Pparents consider overseas study (HSBC, 2017)
The percentage (%) of parents in this country will consider their offspring to study overseas
LITERATURE REVIEW
Overview of the trend of studying abroad
According to HSBC Group's 2017 report, the global trend of studying abroad is accelerating The findings indicate that Asian parents are particularly inclined to send their children overseas for education compared with other regions Consequently, Asian students now comprise about 53% of all international students.
Table 2.1 Pparents consider overseas study (HSBC, 2017)
The percentage (%) of parents in this country will consider their offspring to study overseas
Among the countries and territories with the highest shares of parents considering their children studying abroad, four Asian locations stand out: Indonesia (61%, up 1 point), China (59%, up 15 points), Hong Kong (52%), and Vietnam, which shows a similar trend toward international study Vietnam also records a significant number of students pursuing undergraduate and postgraduate programs overseas, with 63,703 Vietnamese students abroad Overall, the trend toward overseas study continues to rise: global numbers of undergraduate and postgraduate students increased from about 2.1 million in 2001 to more than 4.6 million in 2017 (HSBC, 2017).
According to the Institute of International Education (IIE), the 2016/2017 academic year saw the United States host about 1,078,820 international students at the undergraduate and postgraduate levels The United Kingdom followed with nearly 497,000 international students, while France had 310,000 and Australia 292,000, based on IIE’s 2017 data.
Table 2.2 Destinations preferred by parents (HSBC, 2017)
Destinations preferred by parents when considering their children to study oversea in 2017
Vietnamese students’ destination preferences shape the overseas study landscape, with HSBC’s 2017 data listing the top destinations as the United States (19,336), Australia (13,147), Japan (6,071), France (5,284), and the United Kingdom (4,236) In parallel, the International Student Survey (ISS) 2018 by Nicol shows that more than 80% of potential students considering study abroad in 11 European countries rely on social networks to gather information and discuss with peers The survey also reveals that 65% of students find information on social networking sites before making an inquiry about overseas study, 27% refer to these networks during the application process, and 20% use them to plan travel after receiving an offer or to identify ways to secure the offer.
Figure 2.1 Social Network as part of the research process (Nicol, 2018)
According to Nicol (2018), while parents, family, friends, and education counselors influence students' decisions to study abroad, the student remains the most important decision-maker; therefore, education providers should listen carefully to prospective students' viewpoints to improve satisfaction and perceptions of overseas programs Nicol (2018) also found that students rely on information from education agents when considering higher education overseas, with about 47% agreeing that these sources are trusted.
Figure 2.2 Students believe and trust Agents (Nicol, 2018)
According to the International Student Survey (ISS) 2018 by Nicol, 48% of students found agents useful, 34% said education agents influenced their choice of school, and 27% reported that agents influenced their destination The author notes that education counselors play a key role in shaping students’ decisions, and the potential of the international student recruitment business is high when agents implement effective marketing strategies to attract overseas applicants Education agents are involved in recruitment for many international universities, particularly in visa-related processes for international students, though agents face several challenges In today’s increasingly competitive global higher-education market—especially in Vietnam—competition has intensified as the number of overseas study consultancy centers grows, with Tran Thi Phuong (2019) documenting the rise from Q3 2017 to January 2019.
Figure 2.3 Vietnamese Education Agent (Tran Thi Phuong, 2019)
Quarter III, Quarter IV, Quarter I, Quarter II, Quarter III, Quarter IV, January,
Among thousands of education agents in Vietnam, OSI Vietnam stands out as a provider of overseas study services, yet it faces the challenge of adapting to rapid technological change to sustain growth To stay competitive, the company must shift toward proactive digital marketing, particularly through social media channels that connect with prospective students The author chose OSI Vietnam because they previously served as a counsellor there and observed that, despite strong service quality, the firm lacks a robust marketing strategy; without effective advertising, it risks losing business to better-marketed competitors The next section will introduce OSI Vietnam in more detail and outline the marketing problems that a campaign must address, explaining why this research is being undertaken to help resolve their current challenges.
Introduction about OSI Vietnam
One Step International Education Consulting Co., Ltd (OSI Vietnam) operates under a license from Ho Chi Minh City's Department of Planning and Investment and specializes in education, tourism, immigration, and foreign investment As a representative for a network of language institutes, secondary schools, high schools, colleges, and universities across top study destinations—including the USA, Australia, Canada, New Zealand, and Singapore—OSI Vietnam guides students in selecting the best study-abroad options The company also handles school enrollment documents and visa applications, backed by seasoned advisors and a well-trained team who manage each case with professional care to achieve optimal outcomes.
2018) At OSI Vietnam, these have four core values are pursued and implemented consistently throughout its more than 20 years of operation: "Transparency - Professionalism - Experience and Trust."
OSI Vietnam demonstrates transparency through a thorough, evidence-based consultation process where every step is clearly documented From the outset, financial statements are clear and detailed, and all service fees—along with charges from relevant agencies, including school tuition and living expenses—are issued with explicit invoices The professionalism of OSI Vietnam is reflected in the consultants’ broad expertise, spanning professional knowledge, social insight, and a deep understanding of the cultures and customs of many countries.
OSI Vietnam leverages insight into student psychology and engages with parents—offering encouragement, timely warnings, and firm guidance when needed—to ensure overseas study plans are smooth and successful With a dedicated, experienced team and more than 20 years in the field, OSI Vietnam has built trusted partnerships with major education and visa providers in the US, Australia, Canada, New Zealand, Singapore, and beyond, helping thousands of young people obtain visas to the US and other developed countries The organization has earned notable recognition for its work, including the Top 50 Trademarks - Famous Brands Award from the Vietnam Intellectual Property Association in 2013 and the Prestigious Education Organization title from the Association of Vietnam Study Encouragement in 2015, and it was selected as one of 300 representative enterprises of Ho Chi Minh City to participate in the Cooperation with the City of Innovation initiative in 2016, highlighting its ongoing commitment to education development.
According to OSI Vietnam, the number of studying abroad cases and successful student visas as below table:
Table 2.3 Studying abroad cases (OSI Vietnam report, 2018)
Year Study abroad case OK Visa case
Figure 2.4 Studying abroad cases (OSI, 2018)
OSI's data on studying-abroad applications reveal a strong growth trend from 2007 to 2010, rising from 208 cases in 2007 to about four times that level by 2010 From 2010 to 2014, the number of records continued to increase, albeit at a slower pace A decline then occurred from 2014 (1,146 cases) to 2017 (894 cases) Yet 2018 showed a positive turnaround, with applications increasing again, according to the OSI Vietnam report (2018).
The Period of beginning to 2010:
According to OSI Vietnam’s 2018 report, from its founding the company relied mainly on newspaper advertising and established relationships The firm had no dedicated marketing department, and most clients came through referrals from existing customers, a practice that contributed to steady sales growth This approach also increased awareness of the brand as more people learned about the company The primary customers at that time were parents planning to send their children abroad for study.
According to the OSI Vietnam report, the company's revenue grew steadily but modestly, with no breakthrough in growth and limited access to new customers, primarily relying on traditional word-of-mouth marketing within existing relationships.
During that period, OSI Vietnam handled roughly 10 study-abroad consulting cases daily, but volumes were slipping, posing a major challenge for the leadership The company faced intensified market competition as education agencies expanded rapidly and invested aggressively in promotions to attract students and parents, especially through large-scale social media campaigns The 2018 OSI Vietnam report indicated that the firm was gradually falling behind competitors as its customer outreach became outdated and less influential While social networks were increasingly replacing traditional channels for information and marketing, OSI Vietnam clung to word-of-mouth and newspaper advertising, unlike many universities and education companies worldwide that had already embraced social-media marketing Without a contemporary marketing strategy, OSI Vietnam would struggle to expand its business.
Recognizing the impact of marketing in the digital era, the Board of Directors approved a social media marketing strategy and launched a Facebook fan page to connect with students and build relationships The effort drove a notable increase in followers, prompting the organization to engage OSI Vietnam for consulting As a result, the business began growing again Building on the success of the new marketing plan, OSI Vietnam expanded its online presence—especially in social marketing—and started recruiting specialized marketers to sustain growth, according to the OSI Vietnam report, 2018.
- Professionalism, dedication, reputation and enthusiasm
- Company have loyal customers and very good relationship
- Interconnection with many prestigious universities and colleges from USA, Canada,
- Company has experienced staffs, high qualification, good consulting skills, dedicated, thoughtful
- Good services: strongly support students not only during the application process but also after successful visa (immigration procedure when students go abroad, accommodation arrangement, renew visa, …)
- The percentage of successful visa is high
- There are no marketing department
- Have not focused on promotion to raise up their own brand and image
- The way to reach potential students is somewhat passive, based only on word of mouth and referrals from existing customers
- The website is not popular, not attractive and not regularly updated hot news
- Company has not been active on Social networking sites
- They have not much budget for marketing
- Globalization and integration open many opportunities for
Education, especially oversea study market
- Young generations now use internet and social networks as their source to find information and sharing their experience
- More and more Vietnamese parents and students want to study abroad
- Online marketing is becoming easier during the 4.0 technology period
- The marketing online of competitors are very strong in not only Local Vietnam but also International Universities and agents.
Social network
Today, as the internet becomes increasingly popular, customers rely on online tools to search for information, communicate, shop online, and find services Staying connected anytime and anywhere is easier than ever thanks to the widespread use of smartphones and mobile devices Advances in information technology are moving enterprise–customer relationships toward more interactive, digital experiences At the same time, giving customers a platform to share their opinions can drive word-of-mouth—for better or worse—and negative feedback can threaten a company’s image and reputation.
In today’s digital age, social networks have become increasingly powerful, and conversations and engagement spread at unprecedented speeds Social media marketing often relies on viral messaging, with recipients compelled to share content with their own networks, broadening its reach Platforms like YouTube, email, and other forms of electronic media play integral roles in this process, facilitating rapid diffusion of messages across diverse audiences.
Viral marketing campaigns mainly aim to spread a company’s message through popular social platforms like Facebook, YouTube, Twitter, and LinkedIn, and enterprises looking to integrate social networking into their marketing strategies recognize that social networks are reshaping consumer decision-making and buying behavior (Constantinides and Stago, 2012) Social networks have diminished the power of traditional marketing, forcing marketers to find new ways to reach and engage potential customers (Parise and Guinan, 2008) Yet, marketing communications remain an extension of online dialogue and only succeed when built on solid foundations: innovative, high-quality products and market-oriented organizations with well-designed websites (Constantinides and Stago, 2012) On social networks, members create public profiles and share information—knowledge, experiences, personal data—and connect with others who share similar interests (Cheung and Lee, 2010) These networks enable direct interaction between enterprises and consumers, transforming relationships and changing how they relate to one another (Solomon et al., 2010) Today’s digital networks are not only information access tools but also interaction platforms for exchanging content, opinions, and experiences, and customer behavior evolves as people engage with others (Heinrichs et al.).
Online communities provide a platform where consumers freely interact and share experiences, seeking advice about various products and services—whether favorable or unfavorable This peer-driven feedback shapes consumer behavior, making virtual communities a significant influence on purchasing decisions and a cornerstone of social proof and digital word-of-mouth in today’s market.
People gather on social networking sites to share thoughts, ideas, and comments, making these platforms ideal for marketers to listen to and respond to customers, review content, and engage with audiences; as Weber (2009) and Weinberg (2009) note, advertising on social networks can reach far more potential customers than traditional channels.
Social networks are platforms that enable individuals to connect with others, a concept described by Lee (2013) Weinberg (2009, p 149) characterizes these networks as generic terms for sites designed to link users who share similar backgrounds and interests.
Research by Boyd and Ellison (2007, p 211) and Lee (2013, p 25) identifies a few common elements across social networking platforms: users can create interactive, customized profiles within a bounded system; they are given a list of suggested connections; and they can view and navigate their own connections as well as those of others within the network.
At present there is no specific research on the constitution of social networks, but with the way it is formed and its operation, the author makes up the constitution of the social network including:
- Node: An entity within a network This entity can be an individual, a business or any other organization
- Tie: is the relationship between the entities There are many types of links in the network In its simplest form, a social network is a single, scalar graph of the appropriate links between nodes We can represent this network with a graph by which the nodes are represented by points and the links represented by the lines
2.3.4 The usage Social network in the world and Vietnam:
According to Kemp's 2018 report, the number of new social network users worldwide has grown rapidly, with more than 3 billion people using social networks each month Despite a turbulent year, Facebook continued to grow, increasing by 15% year over year to reach 2.17 billion users in early 2018.
According to statistic of Kemp (2018), Vietnam has more than 96 million people with 35% proportion of urban population The number of Internet users in
In 2018, Vietnam's internet audience reached 64 million, up 28% from 2017, while 55 million people used social networks—a 20% year-over-year increase This growth aligns Vietnam with the global expansion of digital marketing, and Vietnamese users spend nearly seven hours online each day, making social networks an integral part of daily life.
Figure 2.5 Frequency of internet use (Kemp, 2018)
Vietnam’s social networks now reach more than half of the population (about 57%), making them the most active channels for business communication today The figure below lists 12 popular social-network platforms in Vietnam Facebook leads the pack, followed by Google and YouTube (Kemp, 2018).
Figure 2.6 Most active social media platforms (Kemp, 2018)
Online marketing for Education Consultant agencies
Social networks are increasingly part of education companies' marketing campaigns, but many organizations remain unsure how to begin or how to execute them effectively Incentives can motivate education counselors to seek information and initiate dialogues with prospective students Social networks provide a variety of creative ideas and flexible formats that support a company's mission and goals while boosting brand awareness and customer insights More education agencies are discovering that social networks can be among the most effective tools for expanding marketing knowledge and understanding of their audience Yet, today most universities and colleges still rely on traditional marketing methods to attract and recruit students worldwide—printed magazines, advertisements, brochures, broadcasting, education exhibitions, road shows, and public activities—often coordinated with local partner agencies and emphasizing face-to-face interactions between counselors and students.
Social network marketing is an effective driver of growth for the education market, helping institutions reach more learners and strengthen their programs The ongoing innovations of Industry 4.0 have profoundly affected the education industry, transforming how content is delivered and how students engage with learning The Internet and social networking sites are essential tools for the higher education sector, enabling universities to attract prospective students, facilitate collaboration, and foster vibrant online communities Today, many educational organizations are embracing digital marketing strategies to boost visibility, enrollment, and overall student engagement in a competitive landscape.
International schools worldwide are using social networks as part of international marketing to attract international students Students increasingly turn to the internet in their education decision-making (Gomes and Murphy, 2003) Consequently, education marketers must capture student demand and cultivate strong online relationships with prospective students to compete effectively in the higher education market.
In 2014, institutions must exploit online marketing Britain, Australia, and Singapore are considering websites as effective tools (Maringe and Carter, 2007), with numerous local agencies to build their brands and promote themselves To date, social networking sites such as Facebook and Twitter have become essential channels for education marketers to reach prospective students Aghaee (2010) also demonstrates that social networks can support higher education While today’s students are digital natives, there are limitations, notably the loss of verbal communication and body language cues Consequently, after leveraging social networks, education consultant agencies may become important sources of guidance for students.
Social networking sites was used by other international students
Social networking has transformed how students, businesses, industries, and educational institutions operate and share information (Qualman, 2010) Facebook has emerged as the leading platform, with nearly half of its users being students, making it a critical channel for education marketing and student recruitment (Reddy, 2014) Therefore, education agencies should prioritize Facebook to reach more potential students and optimize their outreach strategies.
In this research, author will study about the most using social networking sites like Facebook, YouTube, Twitter, LinkedIn to understand and think about solutions on its also.
Online communication and Virtual platforms
Education agencies would save money and resources if they use social network and they also reach more potential students For example, Facebook,
Instagram and YouTube provide 24/7 access to connect with prospective students, making outreach highly accessible According to Reddy (2014), many international schools now offer virtual tours via their websites, letting students explore photography and videos of the campus environment, facilities, classrooms, programs, libraries, and stadiums Choudaha (2013) notes that campus videos posted on YouTube can convey convincing institutional messages Reddy (2014) also shows that when education agencies or universities open forums for students to discuss their questions and aspirations—and share opinions—it enhances engagement and dialogue.
Facebook is the world's largest social network It was founded on February 4, 2004 for Harvard students and later opened to everyone, connecting people across the globe Core components include user profiles, status updates, groups, and fan pages In November 2007, the Fan Pages feature was launched, giving universities and other organizations a platform to showcase their schools.
Back in 2008, about 420 universities leveraged Facebook to drive engagement Fans who like these pages share images with friends, creating a viral marketing effect; when friends see the fan pages and like them, they become fans as well This sparked a rise in student groups where members interact, exchange experiences, and discuss any topic of interest Today, Facebook is used by nearly every university and school, with official pages open for members to join, post information, and share timely updates, while study groups have become particularly popular on the platform In Vietnam, many agencies use Facebook for marketing, producing livestreams and introducing hot content such as scholarship events, visa policy updates, and guidelines for international students Students immersed in Facebook communities spend substantial time there and naturally encounter these agents through the channel, making Facebook a central hub for higher education outreach, student information, and international student guidance.
YouTube is a leading video-sharing platform where users can upload clips, view content, and leave comments under each video Founded in 2005, it has become one of the most popular outlets for entertainment, business, and educational content, used by millions worldwide The appeal lies in its dynamic videos that let viewers see and hear concepts in real time, making information easier to grasp Universities, institutions, and agencies also use YouTube to showcase facilities, programs, activities, and campus life, helping to build trust and engage potential students Viewers increasingly look for authentic reviews and firsthand feedback, and hearing or seeing a real experience helps capture their attention As Saw et al (2012) noted, students use YouTube for educational purposes, and it can be an effective channel for education marketing by agents as well.
Twitter, created in 2006, is a text-based social media platform that allows users to send and read messages from other users within a 140-character limit It can be useful in education for both students and teachers by facilitating the exchange of information related to upcoming events and projects Additionally, students can share important links and mention due dates, while other users receive notifications so they can share, forward, or respond to the content (Jacquemin et al., 2014).
Instagram is a smartphone social networking app that lets users create profiles, post photos and videos, and view a personalized news feed from accounts they follow, similar to Facebook or Twitter When an account you follow posts, its photos, videos, and updates appear in your feed, making it easy to stay informed and engaged With Instagram’s integration with Facebook, education institutions and agents can leverage timely content and popular hashtags about international study abroad events, school visits, and policy changes to reach prospective students researching study abroad options By pairing high‑quality visuals with strategic hashtags, agents and institutes can boost engagement, grow followers, and encourage students to share information with peers who want to learn about studying abroad.
LinkedIn is a key professional networking platform designed to build a credible online professional identity, keep in touch with contacts, and uncover opportunities in careers, business ventures, and insights (Reddy, 2014) A LinkedIn member’s profile emphasizes education history and work experience, and the platform typically requires pre-existing relationships to join Because it is a professional channel, an active presence on LinkedIn enables education agents to connect with international schools and facilitate overseas recruitment, expanding access to collaboration and talent sourcing Profiles on LinkedIn tend to be trusted more than those on other networks, making this channel a valuable avenue for education agents to reach high-quality recruitment leads from students seeking information about higher education.
Universities and educational agents can use multiple social networking sites to attract prospective students, with each platform offering distinct marketing characteristics Marketers must understand these nuances to tailor content and strategy before posting, maximizing spillover effects and topical relevance This deliberate approach helps promote the institution’s brand and ensures advertising remains efficient by targeting the right audience, choosing the right channel, and selecting topics of genuine interest When executed well, these practices boost brand awareness and can lead to greater recognition in the crowded education market.
Benefits of social networking for Education
Recent research has highlighted the value of social media marketing, but few studies have assessed its impact on higher education recruitment Social networks can drive internationalization by strengthening student support and faculty engagement, enabling education agencies and institutions to reach global audiences more effectively Consequently, universities and colleges are increasingly pursuing internationalization through social networking sites to attract diverse students and collaborate with international partners.
Choudaha (2013) pointed out there are at least 4 benefits that social networking can make are relevance, speed, cost, personalization
Establishing accessible, effective, and easy-to-use social networking channels with prospective students increases resource efficiency and cost effectiveness By aligning these networks with students’ preferences and demands, the social network can continually adapt to evolving needs, delivering more responsive outreach and stronger engagement with future students.
Speed: provides authentic information and fast paces to meet student’s expectation, decision and perception
Cost-effective reach: Social networks allow education agencies to access a vast pool of potential students and disseminate promotional information widely at a fraction of the cost of traditional marketing such as events and exhibitions By leveraging these platforms, institutions can precisely target their audiences, maximize visibility, and reduce marketing spend while expanding awareness and enrollment opportunities.
Personalization: Student can go through social network to read and view information in their local native language.
Social networking engagement
Today's students are digital natives who spend a large part of their lives online, a reality that has led researchers to describe them as the generation of social networking They routinely engage in social networking activities, making these platforms a prime channel for observing and engaging future students Studies show that about 72% of students are interested in direct interaction with counselors, while roughly 62% want to read a school's profile or hear from current students through blogs They also turn to social networks to gather information that helps them choose the right school Social networks offer powerful tools to enhance higher education marketing and recruitment strategies, enabling institutions to adapt to changing trends, demand, and the decision-making processes of prospective students Consequently, education agencies are increasingly leveraging social networks to promote their services to prospective students, a strategy that has proven successful and highly relevant for the modern young generation.
This study uses the student-choice framework to identify the key factors that drive students to study abroad and to determine which student-choice model can serve as the foundational theoretical framework for the author's thesis It analyzes the most influential determinants—academic opportunities, cultural exposure, financial considerations, and career benefits—and evaluates how different choice models account for these motivations The next section will detail these issues, outlining the factors shaping study-abroad decisions, the selection of a primary student-choice model for the thesis, and the approach for applying this model to the research questions.
Student mobility
Understanding student mobility and students' insights helps education agents design solutions that stimulate curiosity and the determination to study abroad By gathering their expectations, education companies can uncover passive business opportunities and tailor offerings accordingly An effective process for attracting and marketing students leverages Push and Pull factors, as described by Reddy, to engage learners and convert interest into enrollments.
Understanding what students want and where they plan to study abroad provides education consultants with a key insight for designing and growing their business International universities attract students worldwide by leveraging social networks and digital outreach The rise of social networking has a tangible impact on students' decision-making, as they use online networks to gather information about potential institutions Consequently, sophisticated social-media strategies should be central to both university marketing and education-consultant services to meet student needs and help them make informed choices.
2.9.1 What is Vietnamese student mobility?
Across many developing countries, including Vietnam, the trend of studying abroad is growing as young people seek to experience a better educational environment in developed countries, despite high tuition and living costs Families often deplete savings to give children this opportunity Yet research finds that even with reforms and innovations across educational levels, the impact remains limited: knowledge content stays theory-heavy with little connection between training objectives and students’ employment goals, and domestic universities fail to align curricula with international education standards It is difficult for Vietnamese students to transfer or change majors, and many companies express dissatisfaction with graduates who lack practical skills, foreign language proficiency, and professional conduct The Vietnam Labor Market Report underscores continued gaps between education and labor market needs.
According to Report No 16, Quarter IV 2017, published by the Ministry of Labour, Invalids and Social Affairs in 2018, there were 251.3 thousand unemployed university graduates or higher-level degree holders and 78.8 thousand unemployed college students.
Figure 2.7 Number of unemployed (General Statistics Office, 2017)
Facing rising concerns about university-level education in Vietnam, studying abroad has become the best option for many students Students who study in developed countries are more likely to be recruited by international corporations, and the experience remains valuable whether they stay overseas or return home Studying abroad is an investment in the future: after graduation, graduates enjoy more career options, potentially higher salaries in multinational firms, and qualifications that are recognized worldwide It also lets students explore new cultures, adapt to multicultural environments, and gain practical skills through experience With overseas study demand in Vietnam surging, most students and parents now apply for study visas through education agents, driving rapid growth and intense competition in the education consultancy market across major cities This boom, however, coincides with the proliferation of unlicensed operators, which complicates the choice for parents and challenges even prestigious consultancies to stand out.
With growing interest in studying abroad, education consultancy firms are rethinking their marketing strategies to capitalize on this trend Current industry insights show that prospective students are increasingly drawn to video content and authentic images of foreign countries and universities, making multimedia a core element of social media marketing in the overseas study sector By leveraging video tours, campus life footage, and real-life testimonials, education consultancies can better engage their target audiences and expand their reach across digital channels.
Decision making in higher education is a complex process that many students undertake as they plan to pursue further studies, including study abroad Understanding the factors that influence student choice is crucial for education consultants and marketers seeking to support prospective applicants Building on Mazzarol and Soutar's work (2002), education choice behavior is seen as a decision-making process where various factors shape the final selection Additional research shows that students evaluate foreign study options in stages—whether to study abroad versus at home, then the destination country, and finally the specific institution (Mazzarol & Soutar, 2002; Chen, 2007) The push-pull framework used by Mazzarol and Soutar (2002) explains how internal motivations and external opportunities influence a student’s choice.
Rising competition among universities and tighter budgets are pushing higher education institutions to expand recruitment and marketing efforts In the past, international students often relied on financial aid, scholarships, and government exchange programs to study abroad; today many are funded by their own families (Choudaha and Chang, 2012) According to the Wealth Report.
According to Knight Frank, Vietnam is one of the fastest-growing super-rich countries in Asia, with the number of Vietnamese millionaires reaching 13,400 by the end of 2016, up 2,200 from 2015 This wealth growth coincides with rising demand for studying abroad, as the economy expands, wealth increases, and more families can finance their children's education In this context, one of the main challenges students face is choosing where to study at university or pursue higher education, since that decision can influence their financial future, emotional well-being, and personal philosophy for years to come.
Choice
A successful marketing campaign hinges on understanding consumer buying behavior Marketing to audiences you don’t truly understand won’t sustain growth; the only way to reach and influence customers is to know how they buy Identifying where customers prefer to shop and why they choose their current purchasing method is the key to motivating change in their buying habits Consumers make numerous decisions every day, and consumer behavior covers decision making, purchasing actions, interactions, and the broad experiences connected with consuming (Schiffman et al.).
2008) And consumer’s decision making is the central part of consumer behavior
2.10.1 Institution choice and student’s decision making
In this part will clarify the details of description about five component of student’s choice model as following the study of Engle et al., (1995) and Kotler
(2009) had pointed out the consumer decision making process as the 5 steps:
Figure 2.8 Decision making process model (Engel et al., 1995; Kotler, 2009)
This study adopts a specific model to examine whether social networking affects each step of students’ choice of an education agency and to adapt these insights to the current context of student choices By applying the model step by step and linking it to related and similar models, the author constructs a conceptual framework in which all the inputs from these models can be integrated to clarify the student-choice process Consequently, in this thesis the author focuses on this model to achieve the study’s final target.
2.10.2 Proposed conceptual model of research:
Because this study centers on a student’s choice in higher education, the initial step is tailored to the context to reflect that perspective Consequently, this step’s title will be updated to “Need” to clearly signal the core focus of the research.
At this stage, students begin to recognize the potential benefits and opportunities that studying abroad can bring, often influenced by their parents’ aspirations and shaped by family, friends, and institutions (Adams, 2009) With globalization and international trends, students have more choices to consider when deciding about higher education overseas Understanding what motivates students to leave their home country is crucial, and researchers can explore whether social networks affect these decisions.
Related to the student’s need, author saw that the “Push and Pull” factor of Mazzarol and Souta (2012) is more likely to show almost those enquiries
Push factors driving students to study abroad include a weak economy and poor living conditions at home, limited career opportunities, rising unemployment, and perceived lower quality of higher education These conditions push students to seek international programs to access stronger academic offerings, enhance employability, and improve future prospects.
In many Asian contexts, parental influence acts as a major push factor driving students to study overseas; Mazzarol and Souta (2002) highlight the family's role in shaping international study decisions, and in Thailand, Thai female students often study abroad because they are influenced by their parents (Takeuchi, 2008) or because their parents have relatives in the destination countries (Jenkins, 2001) Andrade and Evans (2009) also found that students pursue study abroad to leave their home country and to fulfill parental aspirations, illustrating how family expectations underpin the decision to study abroad.
Pull factors are the attributes of a destination that attract people by offering superior living conditions, abundant job opportunities, high-quality higher education systems, and modern technology programs (Phang, 2013) A safe and pleasant environment further strengthens a location's appeal, reinforcing its pull factors (Mazzarol and Souta, 2002).
- Following the reseach of Macready and Tucker (2011), some Push and pull factors will input to research model as:
Many parents aspire to give their children a better life by encouraging overseas study, often drawing on their own experiences abroad and their belief in the benefits that higher education can bring to their child’s future They focus on how international study can equip their children with valuable knowledge, skills, and networks that improve career prospects, especially when the child returns to their home country The prospect of returning home and making a positive contribution is a central rationale for overseas education (Bodycott, 2009; Lee and Morrish, 2011) In some cases, relatives living abroad further reinforce the expectation that their children should study overseas.
- Better academic: this is the motivation for almost students who want to expand their knowledge
Access to high-quality education and opportunities for specialized study can be a game changer for students who cannot find comparable programs in their home country or whose local options fail to meet their expectations International education offers rigorously designed curricula, advanced research facilities, and expert faculty, enabling learners to pursue niche disciplines, gain diverse perspectives, and acquire skills and credentials that align with global career demands By selecting institutions with strong accreditation, robust student support, and meaningful industry connections, students can elevate their academic outcomes and broaden their horizons beyond national borders.
- Living abroad experience: students want to challenge themselves to live independently in another country
- International recognized qualifications: it is the most important motivation because it will open many opportunities for their future employment and settlement
- Professional career opportunity: this is the goal of international students because the degree of develop country such as UK, USA… have greater jobs opportunities than local’s degree (Counsell, 2011)
- Travel: overseas study is also an opportunity for students to explore new lands, to be able to meet many different cultures and to have more relationships
- Exploring cultural heritage: Religious students often want to come to their ancestors to study and lead the Way
Students from non-English-speaking countries often opt to study abroad not only to access premier English-language learning environments but also to advance their academic goals Numerous studies show that many Asian students are motivated by improving career prospects, gaining familiarity with Western culture in developed countries, and boosting English proficiency by studying in English-speaking contexts such as the United States, Australia, Canada, and the United Kingdom.
Choosing to study in English-speaking countries provides strong learning opportunities and creates the best conditions to improve foreign language skills, since language proficiency grows most when students live and communicate daily with native speakers Additionally, English dominates the majority of current study and research materials worldwide, making English literacy essential for accessing up-to-date information and scholarship.
Once students recognize the need to choose a university, they begin seeking relevant information and mapping how to recognize and judge potential institutions (Hossler & Gallagher, 1987) In this stage of decision making, they employ different information-seeking strategies Kardes et al (2011) identify two main information sources: internal search, which relies on the learner’s memory, and external search, which includes campus visits, referrals from friends and family, word of mouth, and online social networks Students also compile a list of alternative schools or education agencies as options during this phase According to Hossler and Gallagher (1987), gathering information is the main activity as students compare options and move toward a final choice.
Today, the internet and social networks are essential tools for consumers to search for information and influence their purchase decisions Students search for information to learn about education options, including schools, education consultants, and local agencies, as well as programs, courses, tuition, application processes, and how to obtain a student visa This information gathering helps create awareness of differences among many alternatives and guides students in making informed choices about their education.
From the perspective of an overseas education consulting center, delivering accurate, reliable, and high-quality information builds trust with students and fosters long-term relationships When students are satisfied with the information provided by the agency, it helps them reconcile their choices and navigate external influences Consequently, the internet and agency websites are among the most important tools students use to search for information, and they significantly shape their decision-making processes.
Rogers (2017) conducted a survey that identifies the types of content students most want to find online: scholarships, information about colleges (including specific majors), admission information, financial aid, college ratings, and campus information.
Figure 2.9 Type of content looking for
Conclusion
This chapter demonstrates that social networking significantly influences students' university choices The study shows that the younger generation and higher education communities are prolific users of social networks, and students increasingly rely on these platforms as information sources to research universities and decide where to attend.
By breaking down reference models into their constituent components and integrating the factors that drive student curiosity, the author conducts direct interviews with a diverse group of participants to determine whether this concept can be used by education agents as a practical reference when planning marketing strategies.