Factors of Electronic Word-of-Mouth Communication and Social Media Influencers on Tiktok That Relate to Chinese Students' Decision to Study in The Master of Business Administration Program at Srinakharinwirot University
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Abstract
This study aimed to: 1) examine the personal characteristics of master’s degree students, including gender, age, educational level, marital status, employment status, average monthly income, and work experience; 2) investigate the levels of electronic word-of-mouth (e-WOM), social media influencers on TikTok, and decision-making toward enrolling in the Master of Business Administration (MBA) program at Srinakharinwirot University among Chinese students; and 3) explore the relationship between e-WOM, social media influencers, and students’ enrollment decisions. The sample consisted of 37 master’s students from the Faculty of Business Administration for Society. A questionnaire with a reliability coefficient of 0.980 was employed, and data were analyzed using percentage, mean, and Pearson’s correlation coefficient. The findings revealed that most respondents were female, aged between 21 and 30, held a bachelor’s degree, were single, mostly unemployed, earned an average monthly income between 55,001 and 65,000 THB, and had 4–6 years of work experience. The overall levels of e-WOM communication, utilization of TikTok influencers, and enrollment decision-making were rateas good. Moreover, e-WOM and TikTok influencers were positively correlated with enrollment decisions at the 0.01 significance level. The study suggests that Srinakharinwirot University should provide program information in Chinese through accessible online platforms and select credible influencers knowledgeable about the program to enhance interest and influence decision-making among Chinese students. In addition, the university should continuously monitor feedback from e-WOM, as it reflects authentic opinions and satisfaction, which can be shared on websites or social media and utilized to improve the MBA curriculum.
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