The Impact of International University Transnational Social Media Brand Image on Enrollment Intentions in China
Abstract
This study examines how international university brand image communicated through transnational social media influences Chinese students’ enrollment intention. Drawing on the Stimulus–Organism–Response framework and self-congruity theory, the study investigates the mediating role of brand attitude and the moderating role of self-congruity. A quantitative survey was conducted using snowball sampling, yielding 522 valid responses from Chinese respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that brand attitude significantly mediates the positive relationship between international university brand image and enrollment intention. In addition, self-congruity positively moderates the relationship between brand attitude and enrollment intention, suggesting that favorable brand attitudes are more likely to translate into enrollment intention when students perceive a strong fit between the university brand and their self-image. This study contributes to the literature on international university branding by extending understanding of how transnational social media brand image affects enrollment decisions in the Chinese social media context. The findings also provide practical implications for international universities seeking to develop localized digital branding strategies to enhance student recruitment outcomes.
Keywords: international university brand image; source country image; transnational social media; brand attitude; self-congruity; enrollment intention; PLS-SEM.
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