TABLE OF CONTENT
THE SECOND COVER PAGE DECLARATION
TABLE OF CONTENT
LIST OF ACRONYMS AND SYMBOLS LIST OF TABLES
LIST OF FIRGURES ABSTRACT
CHAPTER 1. GENERAL INFORMATION……………………………………………………….. 1
- Introduction……………………………………………………………………………………………….. 1
CHAPTER 2. LITERATURE REVIEW……………………………………………………………. 11
- tion…………………………………………………………………………………………………….. 23
CHAPTER 3. RESEARCH DESIGN………………………………………………………………… 47
CHAPTER 4. FINDINGS………………………………………………………………………………….. 59
- Introduction……………………………………………………………………………………………… 59
CHAPTER 5. CONCLUSION…………………………………………………………………………… 85
REFERENCE APPENDIX
LIST OF ACRONYMS AND SYMBOLS
| 1. | OSI Vietnam | : One Step International Education Consulting Co., Ltd |
| 2. | IIE | : Institute of International Education |
| 3. | ISS | : International Student Survey |
| 4. | SDS | : Student Direct Stream |
LIST OF TABLES
Table 2.1. Parents consider overseas study………………………………………………………… 11
Table 2.2. Destinations preferred by parents……………………………………………………… 13
Table 2.3. Studying abroad cases……………………………………………………………………….. 17
Table 3.1. Research question design…………………………………………………………………… 50
Table 3.2. Distribution of participants……………………………………………………………….. 54
Table 4.1. Background of Participants……………………………………………………………….. 59
Table 4.2. Person that student discuss………………………………………………………………… 63
Table 4.3. Social networking channels for student searching……………………………… 63
Table 4.4. Information students want to know……………………………………………………. 65
Table 4.5. Recommendation social networking sites………………………………………….. 68
Table 4.6. Parents search……………………………………………………………………………………. 71
Table 4.7. Recommendation from Parents………………………………………………………….. 73
Table 4.8. Profile Agents……………………………………………………………………………………. 75
Table 4.9. Summary……………………………………………………………………………………………. 80
Table 5.1. Suggested social networking sites……………………………………………………… 88
TABLE OF FIGURES
Figure 2.1. Social media as part of the research process…………………………………….. 14
Figure 2.2. Students believe and trust Agents…………………………………………………….. 14
Figure 2.3. Vietnamese Education Agent……………………………………………………………. 15
Figure 2.4. Studying abroad cases………………………………………………………………………. 18
Figure 2.5. Frequency of internet use…………………………………………………………………. 24
Figure 2.6. Most active social media platforms………………………………………………….. 25
Figure 2.7. Number of unemployed……………………………………………………………………. 32
Figure 2.8. Decision making process model……………………………………………………….. 35
Figure 2.9. Type of content looking for………………………………………………………………. 39
Figure 2.10. Student interact on social media…………………………………………………….. 45
Figure 2.11. Proposed conceptual model of research…………………………………………. 46
Figure 4.1. Confirmed Final modified reseach model…………………………………………. 83
CHAPTER 1. GENERAL INFORMATION
- 1.1. Introduction
Nowadays, social network has developed very widely and strongly. It allows people to connect with family, friends, to share all information with all users. The innovation of technology has playing a key role and a powerful tool in influencing and changing behaviour of consumer. Social network has become more and more popular as the daily life, so these tools has been perceived as sources for customer to search information about products or service during their buying decision process. (Sinem Ozer, 2012). They use social network to share information, experiences, advice, reviews … that are interesting to their connected users (Friends, followers…). It can be helpful sources and may influence consumer’s purchasing process (Seaman, 2013). More over, it also is one of the most effective marketing and business development tools in recent century. And because customer use information on social networks as the instruction/ guideline for their decision process and this tool is also used as advertising channel for enterprise to market which in turn can help them gain more business opportunities and potential customers (Seaman, 2013).
On another hand, the number of population all around the world are using internet and social network have increased by 21% since 2015 and it was 2.8 billion users reported globally in 2017 (Kemp, 2017). Social network has been changing the way people communicate, gather information and inform their decisions. For young students and even modern parents in particular, social network is principle means of gathering information and communication with peer to peer (Kemp, 2017). In this report, there are 83% of prospective students have been using social networks as channels to research information about study abroad procedure. Along with the trend of globalization and the development of science, technology internet, especially social network, study abroad has become an indispensable need for many young generations to realize the “Global Citizen” dream and it will expand their
knowledge beyond their traditional educational style and their current world. This is an opportunity to raise students’ awareness of the many cultures of the world that can contribute to create many individuals with a broader understanding of today’s society rather than limiting within the traditional education system at their home country (Johnson and Stewart, 1991). Kinginger (2007) considered that students who have studied abroad often demonstrate the development of cognitive and creative thinking that surpasses the ability of students with only have educational experiences in their home country.
One of the reasons why studying abroad is becoming increasingly important is that globalization has opened up international employment opportunities. Qiang (2003) observed that there is a noticeable increase in the number of international labor recruitment due to globalization. This creates a need for competition in the international labor market which affects many students in seeking opportunities to enhance their career prospects by achieving high quality education with qualifications which are recognized around the world (Mpinganjira, 2009). Up to now, the concept of overseas study has been developed and it seem to be potential service business. Overseas study has been becoming the educational activities.
The innovation of social networks has influenced enterprises to discover effective ways to communicate with their potential consumers. This marketing has been extending to education consultancy that attempt to influence parents and students’ choices. Morris (2012) demonstrated that social networks were used by students to assist in the university choices. Social networks are proving an influential way of providing a platform for potential students to gather information and inform their choice about study abroad and destination (We are social report, 2017). Students can use a variety of information sources to do decision-making. These include the internet, social networks, newspapers, word of mouth, education consultancies and government sources… (Poonam and Madhu, 2015). Despite this wide diversity information sources, overseas students had limited knowledge to
choose the courses to study and job prospects on completing a specific program (James et al, 2013). Therefore, they really need a professional advice and guidance to make final decision. As Morris (2012), he said that social network is used by students to assist in the university decision making process. So social network has potential for education agency to grow visibility and attract more prospective students (Zinck and Constantinides, 2011). Therefore, social network has appeared to have much potential and promise, it will be determined what role social network plays in student’s decision of education consultant agency. And from the increasing demand of studying abroad in Vietnam leads to strong development of education consultant agents to help student on preparing full study abroad procedure. And because of big opportunity of study abroad business now so many Agents are opening in Vietnam, it creates the dynamic market and stressful of competition. OSI Vietnam (One Step International Education Consulting Co., Ltd) is one of the companies that their service is oversea study service are facing with their own challenge to adapt to the booming of technology nowadays to keep growing and replace another proactive approach strategy to prospective students through social networks.
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