GENERAL INFORMATION
Introduction
Social networks have rapidly evolved into essential platforms for connecting with family and friends, enabling users to share information widely The advancement of technology plays a crucial role in shaping consumer behavior, making social networks increasingly popular in daily life These platforms serve as vital sources for customers seeking information about products and services during their purchasing decisions (Sinem Ozer, 2012) Users actively share experiences, advice, and reviews, which can significantly influence the buying process (Seaman, 2013) Additionally, social networks have emerged as powerful marketing and business development tools, allowing enterprises to reach potential customers and create new business opportunities through effective advertising strategies (Seaman, 2013).
Since 2015, global internet and social network usage has surged by 21%, with 2.8 billion users reported in 2017 (Kemp, 2017) Social networks have transformed communication, information gathering, and decision-making processes For young students and modern parents, these platforms serve as essential tools for connecting with peers and accessing information.
In a 2017 report, it was found that 83% of prospective students utilize social networks to gather information about studying abroad As globalization and advancements in technology continue to evolve, studying abroad has become essential for many young individuals aspiring to become "Global Citizens." This experience allows them to expand their knowledge beyond traditional educational methods and gain a deeper understanding of diverse cultures According to Johnson and Stewart (1991), this exposure fosters a broader awareness of today's society, moving beyond the confines of their home country's education system Kinginger (2007) noted that students who study abroad often exhibit enhanced cognitive and creative thinking skills compared to those who only have 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
Globalization has led to a significant rise in international labor recruitment, creating increased competition in the global job market This trend compels students to pursue high-quality education and globally recognized qualifications to enhance their career prospects As a result, the concept of overseas study has evolved into a promising service business, becoming a vital aspect of educational activities today.
The rise of social networks has prompted businesses to find effective communication strategies with potential consumers, particularly in the realm of education consultancy aimed at guiding parents and students in their decisions According to Morris (2012), students utilize social networks to aid in their university selection process These platforms have become a powerful tool for prospective students to collect information and make informed choices regarding studying abroad and selecting their destinations, as highlighted in the We Are Social report.
2017) Students can use a variety of information sources to do decision-making
Overseas students often rely on various information sources, including the internet, social networks, and educational consultancies, yet they frequently lack sufficient knowledge about course selection and job prospects after graduation (Poonam and Madhu, 2015; James et al., 2013) This highlights the need for professional advice and guidance in their decision-making process Social networks play a crucial role in assisting students with university choices and offer educational agencies an opportunity to enhance visibility and attract prospective students (Morris, 2012; Zinck and Constantinides, 2011) The growing demand for studying abroad in Vietnam has led to the rapid development of education consulting agencies, creating a competitive market OSI Vietnam (One Step International Education Consulting Co., Ltd) is among the companies facing challenges in adapting to technological advancements while seeking to engage prospective students through social networks.
Despite being established for over 20 years, OSI Vietnam remains relatively unknown and has not achieved significant success in the market As a small enterprise with only 12 employees, the company faces challenges due to unreasonable job allocation, requiring each employee to juggle multiple roles such as consultant, customer service representative, marketer, cashier, and international relations This situation has led to low marketing effectiveness, as employees primarily receive training in professional counseling and customer care via telephone, but lack adequate marketing training.
The absence of a dedicated marketing department has resulted in poor promotion of the company's image, as staff primarily focus on visa application processing Being a small company with a limited budget, it struggles to allocate resources for communication activities, seminars, and events Therefore, there is an urgent need for a cost-effective marketing plan that can enhance visibility and effectiveness without straining financial resources.
Despite having a website at www.osivietnam.com and a Facebook fan page, the company fails to regularly update and refresh its content Additionally, the absence of dedicated specialists hampers effective marketing efforts.
The company's marketing strategies have been limited to short-term initiatives, such as collaborating annually with Thanh Nien Newspaper for a graduation consultancy program While this approach may yield immediate results, it fails to create lasting and stable impacts on the business.
Furthermore, the competitors are using social networking and marketing online very strong so there is fewer customers know and willing to choose OSI
Vietnam's traditional marketing strategies have become passive and outdated, necessitating an urgent reevaluation and replacement of the current marketing plan to prevent a gradual decline in performance.
OSI Vietnam is currently facing challenges in acquiring new customers through traditional relationship-based methods, which the Director acknowledges as a passive approach To thrive in an increasingly dynamic and competitive environment, the company must adapt to modern marketing strategies The author, a former employee who views OSI as a second family, is determined to help the company navigate this difficult period After discussions with the board, it is clear that establishing a marketing department is essential, and given the limited budget, leveraging social media marketing presents an effective solution for promoting OSI.
Vietnam image to the new horizon of social community
The author selected OSI Vietnam due to previous experience as a counselor for the company, recognizing their need for a robust marketing strategy despite offering quality services Without effective advertising, OSI Vietnam risks losing business to competitors This research aims to address their marketing challenges and explore the significant influence of social networks on customer decision-making While numerous studies exist on this topic globally, there is a lack of specific research in Vietnam, prompting the author to investigate "The Impact of Social Networks on Students' Choices."
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 article examines students who have obtained student visas to study abroad through education consultant centers By understanding their selection process, the author aims to identify the most effective factors influencing their decisions and the role of social networks in this journey The focus will be on students who studied in the USA, Canada, and Australia, highlighting the social networking sites they utilized during their decision-making process.
- OSI Vietnam Staff: They know the problems and the needs They have more efficient marketing campaigns to attract more students and develop their business
The author interviews education counsellors from a company engaged in online marketing to gain insights into the effectiveness of social networking marketing Their experiences will provide valuable solutions to enhance OSI Vietnam's marketing strategy.
Parents play a crucial role in influencing students' decisions to study abroad Research by McFadden (2015) indicates that nearly 60% of prospective students explore school options alongside their parents, while 61% of parents ultimately make the final decision regarding their child's educational path.
In this research, author has used both primary and secondary data sources
Secondary data: all information was founded on books, magazines, internet and Primary data: has applied survey method through questionnaires
Semi structure interview’s objective is exploring the insights and specific information
In this study, the author conducted one-on-one interviews with 13 participants across four distinct research objectives to gather diverse perspectives and insights for the research.
International students in the USA and Canada, who successfully obtained their student visas through OSI Vietnam, expressed their satisfaction during individual interviews conducted via Facebook Messenger, Zalo, and Skype They conveyed their happiness with OSI Vietnam's services and committed to sharing all promotions from the organization on their social networks.
Two parents, who are collaborating with OSI Vietnam to facilitate their children's study abroad, shared their experiences in an interview They discovered OSI through recommendations from friends and emphasized that without this introduction, they would have remained unaware of the company's existence They strongly believe that OSI needs to enhance its marketing efforts, particularly on social media, to increase brand awareness and reach a wider audience.
The Board of Directors at OSI Vietnam, including the director and office manager, addressed the company's insufficient marketing campaigns, which have led to a decline in student enrollment They emphasized the necessity for OSI to evolve and embrace new technologies Consequently, they approved the author's thesis proposal, allowing it to serve as a real case study for the organization.
Marketers and counselors from various agencies have shared their insights on the education marketing sector, highlighting their rapid growth compared to OSI Vietnam, despite being established later Their success is attributed to their proactive engagement on social networks, which connect them to a global community These professionals have provided valuable ideas on leveraging social media to effectively market study abroad opportunities.
The interviews lasted between 30 to 45 minutes, but issues with time zones and internet connectivity affected the quality of some recordings The author made efforts to reconnect for completing the transcripts Despite being in a busy work season and traveling frequently, she dedicated herself to finishing her thesis on time.
This study employs a qualitative research approach, which focuses on gathering non-numerical information related to human emotions and behaviors By exploring the experiences of participants, the research adopts a phenomenological perspective to gain deeper insights.
Qualitative research is suitable to answer the question of “How” and “Why”
Acknowledging the attitudes, values, and behaviors of participants is essential at the outset of qualitative research A prime example of this approach is the use of group interviews and structured open-ended questions, which facilitate the collection of qualitative data These questions enable respondents to articulate their thoughts in their own words, providing the researcher with deeper insights into their perspectives on the research problem However, this method can be time-consuming and is limited by the number of respondents who can participate in such studies.
Qualitative research is an exploratory method aimed at understanding the reasons, opinions, and motivations behind various phenomena (Palys & Atchison, 2014; Flick, 2015) According to Palinkas et al (2015), this approach allows researchers to uncover trends and insights that may not be evident through quantitative methods Karlsson (2016) highlights that qualitative research often employs unstructured and semi-structured methods, with interviews being the most common technique used (Robson & McCartan, 2016).
The chosen technique for qualitative research must offer deep insights into the core of the problem being studied, including participants' responses, comments, and ideas (Taylor et al., 2015).
In this study author choose the choice model of Engle, 1995; Kardes, Cronley,
Cline (2011) presents a model outlining the effectiveness of social networks across five key steps in the consumer decision-making process: Need, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Each of these steps is influenced by specific factors that can impact subsequent actions and the final decision.
This research indicates that social networks significantly influence the information search and evaluation of alternatives stages in the decision-making process Students predominantly rely on the internet and social media to address their concerns, making them highly susceptible to both positive and negative recommendations.
Outline of research
2.1 Overview of the trend of studying abroad
According to HSBC Group (2017), the trend of studying abroad is rapidly increasing, with Asian parents leading the way in considering overseas education for their children Notably, Asian students represent 53% of the total international student population.
Table 2.1 Pparents consider overseas study (HSBC, 2017)
The percentage (%) of parents in this country will consider their offspring to study overseas
Mexico 43% 31% tot nghiep down load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
LITERATURE REVIEW
Overview of the trend of studying abroad
According to HSBC Group (2017), the trend of studying abroad is rapidly increasing, with Asian parents leading the way in considering overseas education for their children Notably, Asian students represent 53% of the total international student population.
Table 2.1 Pparents consider overseas study (HSBC, 2017)
The percentage (%) of parents in this country will consider their offspring to study overseas
Mexico 43% 31% tot nghiep down load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
In the top five countries with the highest percentage of parents considering education options, four are located in Asia, highlighting a significant interest in studying in this region Indonesia leads with 61% of parents expressing this desire, an increase of 1% China follows closely at 59%, showing a remarkable rise of 15%, while Hong Kong also reflects this trend.
Kong: 52% There is a similar trend in Vietnam, with a significant number of
63,703 Vietnamese students pursuing undergraduate and postgraduate programs around the world In general, the trend of overseas study is continuing to increase
Compared to just 2.1 million in 2001, the number of undergraduate and postgraduate students in the world in 2017 has reached more than 4.6 million
In the 2016/2017 academic year, the Institute of International Education (IIE) reported that the United States attracted over 1 million international students, with 1,078,820 enrolled in undergraduate and postgraduate programs The United Kingdom followed with nearly 497,000 international students, while France and Australia had 310,000 and 292,000 students, respectively.
Table 2.2 Destinations preferred by parents (HSBC, 2017)
Destinations preferred by parents when considering their children to study oversea in 2017
According to HSBC data from 2017, the top five destinations for Vietnamese students studying abroad are the USA (19,336), Australia (13,147), Japan (6,071), France (5,284), and the United Kingdom (4,236) A 2018 International Student Survey revealed that over 80% of potential students considering studying in 11 European countries utilize social networks to gather information and discuss options with peers The survey indicated that 65% of students rely on social networking sites for information before inquiring about overseas studies, while 27% download resources related to their applications Additionally, 20% of students seek information about travel plans after receiving offers, and another 20% look for solutions to secure their offers.
Figure 2.1 Social Network as part of the research process (Nicol, 2018)
In a survey by Nicol (2018), it was highlighted that while parents, family, friends, and education counselors significantly influence students' decisions regarding overseas study, the students themselves ultimately hold the most critical role in this choice Therefore, it is essential for educational companies to attentively consider the perspectives of prospective students to enhance their satisfaction and overall perception.
Anyways, Nicol (2018) still identified that Students believe and trust information’s sources from Education Agents (47% agree) when they considering and choosing higher education in overseas country
Students have confidence in agents, as highlighted in Nicol's 2018 study.
According to the 2018 International Student Survey (Nicol, 2018), 48% of students found education agents to be helpful, while 34% acknowledged that these agents influenced their choice of school, and 27% indicated that agents affected their choice of destination.
Education counselors play a crucial role in guiding students' choices, and the potential for this business is significant if agents adopt effective marketing strategies to recruit international students Education agents are integral to many international universities, particularly in assisting international students with visa applications However, they face numerous challenges in an increasingly competitive global education market In Vietnam, this competition is intensifying, as evidenced by the growing number of overseas study consulting centers from the third quarter of 2017 to January 2019.
Figure 2.3 Vietnamese Education Agent (Tran Thi Phuong, 2019)
OSI Vietnam is a prominent overseas study service provider facing challenges in adapting to the rapid technological advancements in the industry To remain competitive, they need to implement a proactive marketing strategy that leverages social networking channels to reach prospective students The author, having previously worked as a counselor at OSI Vietnam, recognizes that despite the quality of their services, the lack of effective marketing could lead to a loss of business to competitors This research aims to address OSI Vietnam's marketing challenges and propose solutions for an effective marketing campaign.
Introduction about OSI Vietnam
One Step International Education Consulting Co., Ltd (OSI Vietnam) is a licensed company based in Ho Chi Minh City, specializing in education, tourism, immigration, and foreign investment OSI Vietnam serves as a representative for numerous language institutes and secondary education providers.
Schools, High Schools, Colleges, Universities … in many countries where have high education such as: USA, Australia, Canada, New Zealand, Singapore… OSI
Vietnam is a leading consulting company specializing in guiding students through the process of selecting the best study abroad options Our expertise extends to preparing essential documents for school enrollment and visa applications, which require knowledgeable and skilled advisors to ensure optimal results OSI boasts a dedicated and professional team that is well-trained and experienced in handling individual cases effectively.
2018) At OSI Vietnam, these have four core values are pursued and implemented consistently throughout its more than 20 years of operation: "Transparency -
The Director emphasized that transparency at OSI Vietnam is reflected in a meticulous and scientific consultation process Financial statements are consistently clear and detailed from the outset, ensuring that all service fees, including tuition and living expenses, are accompanied by clear invoices This commitment to professionalism underscores OSI's dedication to clarity and accountability.
Vietnam is characterized by the deep expertise of its consultants, who possess extensive professional knowledge, social insights, and a rich understanding of the diverse cultures and customs from various countries.
Understanding the psychology of students and parents is crucial for providing effective guidance and support OSI Vietnam, with its experienced and dedicated team, ensures that students' overseas study plans are smooth and successful The organization has built strong partnerships with major institutions in the US, Australia, Canada, New Zealand, and Singapore With over 20 years of experience, OSI Vietnam has assisted thousands of young individuals in obtaining visas for developed countries Their commitment to excellence has been recognized with several awards, including the "Top 50 Trademarks - Famous Brands" in 2013 and the "Prestigious Education Organization" title in 2015 Additionally, OSI Vietnam was selected as one of 300 representative enterprises from Ho Chi Minh City to participate in the "Cooperation with the City of Innovation" initiative in August 2016.
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
2014 1146 989 tot nghiep down load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Figure 2.4 Studying abroad cases (OSI, 2018)
According to data summarized by OSI, the number of studying abroad applications experienced significant growth from 2007 to 2010, rising from 208 cases to four times that amount However, from 2010 to 2014, the increase was minimal, with a decline noted from 1,146 cases in 2014 to just 894 cases by 2017 A positive trend emerged in 2018, as the number of applications rose again, surpassing 2017 figures by 224 cases (OSI Vietnam report, 2018).
The Period of beginning to 2010:
Since its establishment, OSI Vietnam has primarily relied on newspaper advertising and existing relationships for promotion, operating without a dedicated marketing department Most customers are acquired through referrals from previous clients, which has contributed to steady sales growth and increased brand awareness During this period, the company's main clientele consisted of parents looking to send their children abroad for education.
The company's revenue has shown consistent growth at a moderate pace, lacking any significant breakthroughs Customer acquisition primarily relies on traditional word-of-mouth marketing through established relationships.
In 2018, OSI Vietnam faced significant challenges as the number of students seeking study abroad consulting dwindled to around 10 cases, largely due to increasing competition from rapidly growing education agencies that effectively utilized social media for promotion The company's outdated customer engagement strategies, relying on traditional word of mouth and newspapers, hindered its ability to compete, as most educational institutions worldwide had already embraced social network marketing Without a modern marketing strategy, OSI Vietnam struggled to expand its business and keep pace with competitors.
In today's digital age, the significance of marketing cannot be overstated Recognizing this, the Board of Directors implemented a social media marketing strategy by launching a Facebook Fan page to engage with students and foster relationships.
They got very good significant of increasing followers on Facebook, they came and contacted with OSI Vietnam for consulting So on, the business is growing again
Following the success of its new marketing plan, OSI Vietnam is expanding its online presence, particularly in social marketing, and is actively recruiting specialized marketers.
- Professionalism, dedication, reputation and enthusiasm
- Company have loyal customers and very good relationship
- Interconnection with many prestigious universities and colleges from USA, Canada, Australia, New Zealand,
- 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
The marketing budget is limited, which poses challenges for effective promotion.
- 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
In today's digital age, the internet has become an essential tool for customers to search for information, communicate, and shop online With the rise of smartphones and mobile devices, staying connected has never been easier Advances in information technology are transforming enterprise and consumer relationships into more interactive experiences Additionally, allowing customers to express their opinions can significantly impact a company's reputation, as negative feedback may lead to detrimental word-of-mouth (Wilson, 2012).
In today's digital age, the Internet's advancement has amplified the significance of social networking platforms, leading to rapid conversations and engagement Social network marketing has evolved to include viral marketing, where messages are shared and passed along by recipients to their connections (Kaikati, 2004) Various platforms, including YouTube and email, play a crucial role in this marketing process.
In fact, most of the Viral Marketing campaigns are focused on spreading the company's message through the popular social networking platforms such as
Enterprises are increasingly recognizing the importance of integrating social media platforms like Facebook, YouTube, Twitter, and LinkedIn into their marketing strategies These social networks are significantly influencing the decision-making process and buying behavior of consumers.
Social networks have diminished the effectiveness of traditional marketing, compelling marketers to explore innovative strategies for engaging with potential customers and enhancing communication.
Effective marketing communications build on strong foundations, including innovative and high-quality products, market-oriented organizations, and well-designed websites.
Social networks enable members to create public profiles and share a variety of information, including knowledge and personal experiences, fostering connections based on shared interests (Cheung and Lee, 2010) These platforms have transformed marketing by allowing direct interaction between enterprises and consumers, facilitating relationship-building (Solomon et al., 2010) Today, digital networks serve not only as tools for accessing information but also as interactive platforms where individuals exchange content, opinions, and insights, ultimately influencing customer behavior through social interactions (Heinrichs et al., 2012).
In 2011, it was noted that consumers prefer interaction and communication with one another, seeking advice on various products and services, whether positive or negative This engagement within communities significantly influences consumers' purchasing decisions (Evan et al.).
Social networking sites serve as platforms for individuals to express their thoughts and ideas, making them valuable for marketers to engage with customers and review content Advertisements shared through these networks can effectively reach a broader audience, extending the message to more potential customers than initially targeted.
Social networks serve as platforms for individuals to connect with others who share similar backgrounds and interests (Lee, 2013; Weinberg, 2009).
According to Boyd and Ellison (2007) and Lee (2013), social networking sites share several key features: users can create personalized and interactive profiles within a defined system, receive suggestions for friends with whom they have connections, and explore their own connections as well as those of others in the network.
Currently, there is a lack of specific research on the constitution of social networks However, based on their formation and operation, the author proposes a framework that outlines the essential components of social networks.
- Node: An entity within a network This entity can be an individual, a business or any other organization
A tie represents the relationship between entities within a network, which can consist of various types of links At its core, a social network can be visualized as a scalar graph that illustrates the connections between nodes This network is effectively represented through a graph, where nodes are depicted as points and links as lines connecting them.
2.3.4 The usage Social network in the world and Vietnam:
According to Kemp (2018), the global number of new social network users has surged, with over 3 billion people engaging with these platforms each month Despite facing challenges, Facebook experienced a 15% growth compared to the same period in 2017, reaching 2.17 billion users by 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 saw a significant increase in digital engagement, with internet users reaching 64 million, marking a 28% rise from 2017 Social media usage also surged, with 55 million users, reflecting a 20% growth compared to the previous year Vietnamese users spend nearly 7 hours daily online, highlighting the integral role of the internet and social networks in their daily lives.
Figure 2.5 Frequency of internet use (Kemp, 2018)
In Vietnam, over 57% of the population actively uses social networking sites, making them essential communication tools for businesses The following list highlights the 12 most popular social network platforms in the country, with Facebook leading the way.
Google and YouTubee (Kemp, 2018) tot nghiep down load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Figure 2.6 Most active social media platforms (Kemp, 2018)
Online marketing for Education Consultant agencies
Social networks are becoming integral to marketing campaigns for education companies, yet many enterprises remain uncertain about how to effectively implement them Providing incentives for education counselors can encourage information gathering and dialogue creation Social networks offer a diverse and flexible platform for generating creative ideas that align with a company's mission and goals Increasingly, education agencies are recognizing social networks as powerful tools for enhancing brand awareness, marketing knowledge, and understanding customer insights Despite this, many universities and colleges still rely on traditional marketing methods, such as printed magazines, advertisements, brochures, broadcasts, education exhibitions, road shows, and public activities, often facilitated through local partner agencies These methods primarily focus on face-to-face interactions between counselors and prospective students.
Social network marketing is highly effective and offers significant benefits to businesses, particularly in the education sector The advancements in technology during the 4.0 century have profoundly impacted the education industry Internet and social networking sites are essential tools for the higher education sector, facilitating communication and engagement.
International schools globally leverage social media for international marketing to attract students Concurrently, students increasingly rely on the internet during their decision-making process (Gomes and Murphy, 2003) Consequently, education marketers must understand student demand and foster strong relationships with potential students in the competitive higher education landscape (Reddy).
In 2014, it became essential for educational institutions in countries like Britain, Australia, and Singapore to leverage online marketing, recognizing websites as effective tools for promotion (Maringe and Carter, 2007) Local agencies play a crucial role in enhancing their image, while social networking platforms such as Facebook and Twitter have emerged as vital resources for education marketers to connect with prospective students Aghaee (2010) supports this approach, highlighting the role of social networks in higher education marketing However, despite being digital natives, modern students face challenges, including a decline in verbal communication skills and body language (Aghaee, 2010) Consequently, education consultant agencies are becoming increasingly important in providing valuable advice to students navigating these digital landscapes.
Social networking sites was used by other international students
Social networking has increasingly changed the way students, firms, industries and education institutions conduct their business and spread information
Facebook has emerged as one of the most popular platforms, with nearly half of its users being students Consequently, educational agencies should prioritize this channel to effectively connect with a larger pool of potential students.
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 can significantly reduce costs and optimize resources by leveraging social networks, which also allows them to connect with a larger pool of potential students For instance, platforms like Facebook can be utilized effectively for outreach and engagement.
Instagram and YouTube provide a 24/7 platform for connecting with prospective students, making information highly accessible Many international schools now offer virtual tours on their websites, showcasing photography and videos of their environments, facilities, classrooms, programs, libraries, and stadiums (Reddy, 2014) According to Choudaha (2013), videos of campus life posted on YouTube serve as a compelling communication tool for potential students Reddy (2014) also emphasizes the importance of educational agencies and universities creating forums for students to discuss their concerns and aspirations, encouraging them to share their opinions and personal experiences.
Facebook, founded on February 4, 2004, initially served Harvard students before expanding to a global audience, becoming the largest social network worldwide Key components of Facebook include personal profiles, status updates, groups, and fan pages The introduction of fan pages in November 2007 provided universities with a platform to showcase their institutions, significantly enhancing their online presence.
In 2008, 420 universities leveraged the power of social media, particularly Facebook, to enhance their outreach By encouraging users to become "Fans" of their pages, these institutions created a viral marketing effect, where friends of fans would also engage with the content Students now have the opportunity to join various groups on Facebook, allowing them to interact, share experiences, and discuss a wide range of topics Many universities and schools have established their own pages to disseminate important information and facilitate study groups In Vietnam, numerous agents utilize Facebook for marketing, hosting livestreams and sharing valuable content such as scholarship events and updates on visa policies As students increasingly immerse themselves in the Facebook community, connecting with these agents has become more accessible.
(2012) tot nghiep down load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
YouTube, founded in 2005, is a leading video-sharing platform where users can upload, share, and comment on a wide range of content, from entertainment to educational videos It has become one of the most popular channels globally, serving millions of users who utilize it for both entertainment and learning purposes As a significant invention, YouTube continues to promote diverse content, making it an essential resource for audiences worldwide.
YouTube's growing popularity stems from its ability to provide dynamic videos that offer easy access to information while allowing viewers to see and hear real concepts Universities, institutions, and agents utilize the platform to showcase their facilities, programs, and student experiences, fostering trust and engagement among prospective students Today's audience seeks videos that share authentic reviews and feedback, as seeing and hearing real experiences resonate more effectively According to Saw et al (2012), students increasingly turn to YouTube for educational purposes, making it an effective marketing channel for education agents.
We countinue with Twitter: It was created in 2006 and it was online news
Twitter is a text-based platform that enables users to send and read messages, limited to 140 characters It serves as a valuable educational tool for both students and teachers, facilitating the exchange of information about upcoming events and projects Students can share important links and due dates, ensuring that all users receive notifications to share, forward, or respond to the content.
Instagram is a social networking app that allows users to create accounts with profiles and news feeds for sharing photos and videos Users who follow an account can easily view its posts in their feeds With the ability to link Instagram to Facebook, educational institutions and agents can utilize popular hashtags and share engaging content related to international study abroad events and school visits This strategy helps attract potential students by providing timely updates and information on policies and events that interest them, encouraging sharing and broader engagement.
LinkedIn is a professional networking platform designed to establish an online professional identity and foster connections, offering opportunities for business ventures and insights (Reddy, 2014) Members' profiles highlight their educational and professional backgrounds, requiring pre-existing relationships for membership This professional focus allows education agents to enhance their visibility to international schools, facilitating overseas recruitment partnerships Trust in LinkedIn profiles is generally higher than on other platforms, enabling education agents to effectively attract students seeking reputable companies for higher education opportunities.
Universities and agents can leverage various social networking sites to attract prospective students, as each platform has unique marketing characteristics Understanding these differences is crucial for creating effective content and strategies By carefully selecting topics and posting them thoughtfully, they can enhance spillover effects and topical relevance This approach allows for more effective brand promotion, ensuring that advertisements remain impactful By targeting the right audience, utilizing appropriate channels, and focusing on relevant topics, they can significantly increase their visibility and reputation.
Benefits of social networking for Education
While previous research has highlighted the value of marketing on social networks, there is limited focus on its benefits for higher education recruitment Social networking platforms can significantly aid educational institutions in achieving internationalization by enhancing student support and faculty engagement Consequently, many institutions are now leveraging social networking sites to pursue their internationalization goals.
Choudaha (2013) pointed out there are at least 4 benefits that social networking can make are relevance, speed, cost, personalization
Creating accessible and user-friendly social networking channels for prospective students enhances resource efficiency and cost-effectiveness These platforms will be tailored to meet students' preferences and demands.
Speed: provides authentic information and fast paces to meet student’s expectation, decision and perception
Social networks provide education agencies with a cost-effective way to connect with a vast pool of students, allowing them to disseminate promotional information efficiently without the high expenses associated with traditional marketing methods such as events and exhibitions.
Personalization: Student can go through social network to read and view information in their local native language.
Social networking engagement
Students now are typically observed digital natives; they can spend their life in digital environment (Thompson, 2007) Joly (2007) called them as Generation of
Social networking plays a significant role in the lives of students, as highlighted by the research of Schoeder and Greenbowe (2009), which indicates that students actively engage in social networking activities Therefore, monitoring future students through social networks is essential.
According to Junco and Cole (2008), 72% of students expressed interest in direct interaction with counselors, while 62% preferred reading school profiles or blogs from current students Additionally, students utilize social networking sites to gather useful information for selecting the right school (Morris, 2012) Social networks offer powerful tools to enhance marketing strategies and recruitment processes for higher education institutions, adapting to the evolving trends and demands of prospective students Education agencies are increasingly leveraging social networks to promote their services, proving to be effective marketing tools for the modern generation (Reddy, 2014).
The author will explore the concept of student choice to identify the key factors that motivate students to study abroad Additionally, the author aims to determine which student choice model can serve as a foundational framework for her current thesis The following section will address these topics in detail.
Student mobility
Understanding student mobility and their aspirations is crucial for agents seeking to stimulate curiosity and determination for studying abroad Gaining insights into student expectations can create passive business opportunities for education companies An effective strategy for attracting and marketing to students involves leveraging both push and pull factors.
Understanding students' preferences and their desired study destinations abroad is crucial for education consultant centers to effectively design and expand their businesses International universities are increasingly attracting students globally by leveraging innovative techniques, including social media platforms.
The innovation of social network had significant influence on student’s decision- making process When they are looking for potential institutions, social networks will be used to obtain information
2.9.1 What is Vietnamese student mobility?
The trend of studying abroad is increasingly popular among the younger generation in developing countries, particularly Vietnam, despite the high costs associated with tuition and living expenses Many families invest their savings to provide their children with overseas education opportunities This research highlights that, despite educational reforms in Vietnam, the curriculum remains heavily theoretical and lacks alignment with job market demands Domestic universities struggle to connect training content with international standards, making it challenging for students to switch majors or transfer Consequently, employers often express dissatisfaction with graduates' practical skills, foreign language proficiency, and professional conduct, as noted in the Vietnam Labor Market Report.
No 16, the IV quarter of 2017, published by the Ministry of Labor, Invalids and
Social Affairs, (2018) shows that there have 251,3 thousand unemployment are university graduates or higher level and 78,8 thousand of college students
Figure 2.7 Number of unemployed (General Statistics Office, 2017)
Given the current challenges in Vietnam's university system, studying abroad has emerged as the optimal choice for students Graduates from developed countries are more likely to be recruited by international corporations, providing them with a wealth of career opportunities, whether they choose to stay abroad or return home Studying overseas is a valuable investment in one's future, as it opens doors to high-paying positions in global companies Additionally, international education allows students to immerse themselves in diverse cultures and gain practical skills The rising demand for overseas education in Vietnam has led to increased competition among education consultancy services, with many students and parents seeking assistance from agents to secure study visas However, this competitive landscape has also resulted in the proliferation of unlicensed businesses operating in the sector.
The simultaneous appearance of companies specializing in the field of overseas study not only make it difficult for parents to choose, but also difficult for prestigious education consultancies
With the wave of overseas study on the port of cooling, the education consultancy service is looking for new directions for their marketing strategies
Recent trends in studying abroad reveal that individuals are increasingly drawn to video clips and images showcasing real-life experiences in foreign countries and schools This emerging aspect of social network marketing in overseas education provides educational consultancy firms with enhanced opportunities to connect with potential clients.
Decision making is a complex process that students face when planning to pursue higher education (Maringe and Carter, 2007) Understanding the factors that influence students' decision-making is crucial for educational institutions According to Mazzarol and Soutar (2002), the behavior surrounding educational choices can be viewed as a decision-making process influenced by various factors.
Research by Mazzarol and Soutar (2002) and Chen (2007) highlights the factors influencing students' decisions to study abroad, including their choice to pursue education outside their home country, the destination they select, and the specific institutions they attend The study employs the Push and Pull factor framework to analyze how these elements affect students' choices.
The competition among higher education institutions is intensifying, while budget constraints are pushing universities to enhance their recruitment and marketing efforts Previously, students studying abroad relied heavily on financial aid, scholarships, and government exchange programs; however, many are now self-funding their education through family support (Choudaha and Chang, 2012).
According to Knight Frank's 2017 report, Vietnam ranks among the fastest-growing countries for super-rich individuals in both the world and Asia By the end of 2016, the number of millionaires in Vietnam reached 13,400, marking an increase from the previous year.
As the Vietnamese economy continues to grow, the demand for studying abroad is on the rise, driven by an increasing percentage of affluent families who can afford higher education for their children This study highlights that one of the significant challenges students face is selecting the right university or higher education institution to attend.
Since after any choice will directly affect their financial, emotion, philosophy for the rest of their life.
Choice
A successful marketing campaign depends on consumer choice behavior
Marketing to customers that you do not really understand will not help you go on;
To effectively connect with customers and influence their purchasing decisions, it is essential to understand their buying behavior Identifying preferred purchasing channels and the motivations behind their choices is crucial for encouraging changes in their buying habits Consumers make numerous decisions daily, and their behavior encompasses not only the act of purchasing but also the interactions and experiences associated with consumption.
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)
In this study, the author selects a specific model to investigate the impact of social networking on each step of the student choice education agency process By systematically linking this model to various related frameworks, the author aims to develop a conceptual model that clarifies the student choice process This approach allows for a comprehensive breakdown of existing models, integrating them into a step-by-step analysis Ultimately, the author focuses on this model to achieve the study's objectives.
2.10.2 Proposed conceptual model of research:
This research focuses on students' choices regarding their higher education, prompting a modification of the first step to better align with the current context Consequently, the title will be changed to "Need."
At this stage, students recognize the benefits and opportunities that studying abroad can offer, often influenced by their parents' aspirations Additionally, their decisions are shaped by the impact of family, friends, and educational institutions (Adams, 2009) With the rise of international trends and globalization, students now have a wider array of choices to consider when making their decisions.
Understanding the stages that influence a student's motivation to pursue higher education abroad is crucial This exploration allows the author to determine the impact of social networks on their decision-making process.
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 are the motivating elements that drive students to seek education opportunities abroad These include unfavorable conditions in their home country, such as poor economic circumstances, limited career prospects, high unemployment rates, and subpar quality of higher education.
In Asian countries, parents significantly influence the decision to send their children abroad for education For instance, Thai female students often pursue studies overseas due to parental encouragement (Takeuchi, 2008) or because their parents have relatives in those countries (Jenkins, 2001) Additionally, research by Andrade and Evans (2009) indicates that students seek opportunities abroad to escape their home country and fulfill their parents' aspirations.
Pull factors refer to the attractive qualities of a location that draw individuals in, including favorable living conditions, abundant job opportunities, a high-quality higher education system, and advanced technology programs (Phang, 2013) Additionally, a safe and pleasant environment further enhances the appeal of these destinations (Mazzarol and Souta, 2002).
- Following the reseach of Macready and Tucker (2011), some Push and pull factors will input to research model as:
Parents aspire for their children to have a better life, often motivated by their own experiences studying abroad and recognizing the benefits of overseas education They believe that higher education can provide their children with a brighter future, especially when they return to their home country, as highlighted by Bodycott (2009) and Lee and Morrish (2011) Additionally, having relatives abroad may further encourage parents to support their children's pursuit of education overseas.
- Better academic: this is the motivation for almost students who want to expand their knowledge
Students often seek high-quality education abroad to access specialized programs and opportunities that may not be available in their home countries or fail to meet their expectations.
- 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 to immerse themselves in an English-speaking environment, enhancing both their language skills and academic prospects Research indicates that many Asian students prefer countries like the USA, Australia, Canada, and the UK for their studies Their motivations include improving career opportunities, gaining insights into Western culture, and advancing their English proficiency (Chen and Zimitat).
Studying in English-speaking countries offers students excellent learning opportunities and enhances their foreign language skills Immersion in an environment where they interact daily with native speakers significantly improves language proficiency Additionally, a majority of current research and study materials are available in English, making it essential for academic success.
When student recognized the need, they will seek relevant information and trace how they can recognize and judge potential universities (Hossler and
Gallagher, 1987) Students used different ways in this stage of decision making
Kardes et al (2011) identified two primary sources for students to gather information: internal searches, which rely on the consumer's memory, and external searches, which encompass store visits, referrals from friends and family, word of mouth, and online social networks During this phase, students compile a list of alternative schools or educational agencies, a crucial activity for information gathering as emphasized by Hossler and Gallagher (1987).
Today, internet and social networks become important tools for consumer to search information and purchase decisions process (Hawkins, 2010) Students of
Students seeking course information require extensive educational resources, including details about schools, educational consulting agencies, local representatives, programs, courses, tuition fees, application processes, and student visa acquisition According to Chapman (1981), this information search is crucial for understanding the various options available Menon (2004) emphasizes that such searches help raise awareness of the differences among numerous alternatives.
From the perspective of an overseas education consulting center, providing reliable and high-quality information is essential for building long-term relationships with students (Adam, 2009) When students are satisfied with the information received from the agency, it helps them make informed choices amidst external influences Consequently, the internet and websites serve as crucial tools for students in their information search, significantly impacting their decision-making process.
Conclusion
This chapter highlights the significant impact of social networking on students' university choices The research indicates that the younger generation and higher education institutions are heavy users of social networks Students utilize these platforms as valuable sources of information to help them decide which university to attend.
The author will conduct direct interviews with various participants to explore the applicability of reference models in education, breaking down individual components and integrating factors that influence student curiosity.
When planning a marketing strategy, agents should reference key insights and data It's essential to stay updated with the latest trends and tools available for effective marketing Utilizing resources such as downloadable materials and comprehensive guides can enhance strategic planning.