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

บทคัดย่อ

Amidst intensifying competition in higher education and the growing reliance of consumers, particularly Chinese students who are highly tech-savvy, heavily engaged with short-form video content on platforms like TikTok, and trust word-of-mouth and social media influencers, on online information for decision-making, this study investigates key digital factors influencing enrollment decisions. The research aimed to: 1) examine the personal characteristics of Chinese students; 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; and 3) explore the relationship between e-WOM, TikTok influencers, and enrollment decisions. The sample consisted of 37 Chinese master's students from the Faculty of Business Administration for Society. This study employs a quantitative survey research method. A questionnaire with a reliability of 0.98 was employed, and data were analyzed using percentage, mean, and Pearson's correlation coefficient. The findings revealed that the majority of respondents were female, aged 21-30, single, and unemployed. The overall levels of e-WOM communication, TikTok influencers, and enrollment decision-making were rated as good. Moreover, both e-WOM and TikTok influencers showed a statistically significant positive correlation with enrollment decisions at the 0.01 level. This study offers valuable preliminary academic insights and practical recommendations specific to the context under investigation. However, owing to the small and specialized sample size, further research is warranted involving a larger and more diverse population. The practical recommendations include the necessity for educational institutions to design effective digital marketing communication strategies. This strategy should prioritize disseminating course information in Chinese through easily accessible online channels, coupled with utilizing credible influencers who possess a thorough understanding of the curriculum, thereby effectively generating interest and promoting the enrollment decisions of prospective Chinese students.