Applying Social Media in communication to enhancebrand value at private universities in Ho Chi Minh City

Abstract

    This study aims to explore and analyze the role of social media (SM) in enhancing brand value, attracting student enrollment, and improving educational quality at private universities in Ho Chi Minh City. Through in-depth interviews with 10 experts and surveys of 1,000 students from 10 private universities, the study utilized interview responses, descriptive statistics, and data analysis to evaluate the current status and extent of SM usage. The results show that SM has both positive and negative impacts. Most notably, many universities still do not fully recognize the importance of SM in brand building and student recruitment. The study proposed specific solutions to help universities maximize the potential of SM, improve educational quality, and more effectively promote their image. The novel contributions of this research include providing a comprehensive view of the role of SM in higher education and effective application strategies.