The Information Distribution Role of Facebook in Universities

• 발행기관: 한국유통과학회
• 저자명: Thi Nguyet Dung NGUYEN Thi Thu Huong NGUYEN Thi Phuong Anh NGUYEN Thi Thu Huong NGUYEN Thi Phuong Thao VU
• 간행물 정보: 『유통과학연구(JDS)』제20권 제5호, 75~84쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.

목차

1. Introduction

2. Theoretical Background and Hypothesis Development

3. Research Methodology

4. Results

5. Discussion

6. Conclusions

키워드

Marketing Communication Information Distribution Brand Identification Student Satisfaction Academic Achievement