The Impact of Social Media Influencers on The Decision to Enroll in English Language Centers in Ho Chi Minh City
DOI:
https://doi.org/10.60087/jklst.v4.n2.012Keywords:
Social media influencer, Influencer Impact, Influencer Marketing, Trust in third partiesAbstract
The study was conducted in Ho Chi Minh City with the aim of identifying the influencing social media influencers decision to choose English language centers. The proposed theoretical model include five independent variables: credibility, attractiveness, relevance, engagement density, and product experience. A mixed-method approach combining qualitative and quantitative analyses was employed. Based on 400 valid survey responses, the findings indicate that all factors in the model positively influenced the decision to enroll in English language centers; in descending order of impact: credibility (β_SUT = 0.278), engagement density (β_TT = 0.234), product relevance (β_SPH = 0.206), attractiveness (β_SHD = 0.159), and product experience (β_TN = 0.155). These findings serve as a scientific foundation for English language centers to develop appropriate plans and strategies when leveraging social media influencers to promote their services to learners in Ho Chi Minh City.
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