SOCIAL MEDIA'S INFLUENCE ON VOCATIONAL COLLEGE STUDENTS IN CHONGQING, CHINA: A FACT OR MYTH?

Abstract

This article explores the positive impact of social media content and user experience on students' behavioral perception. In today's digital age, social media has become an indispensable part of people's lives, especially among young student groups. Vocational colleges in China faces insufficient brand power and poor enrollment ability due to their late commencement in social media engagement. Higher vocational colleges cannot ignore the importance of social media when building their own brands or enrolling students. The primary goal of this research is to gain a deeper understanding of the ways in which social media impacts student behavior. It seeks to provide concrete, empirical evidence demonstrating the value and potential of social media for educational institutions, educators, and academic researchers. Furthermore, this study aims to equip future educational endeavors with the insights needed to leverage the capabilities of social media more effectively, thereby enhancing the ability of schools to attract and enroll students. Therefore, this study focuses on studying social media and intends to determine its significant implications for students' perceived behavior in vocational colleges. Based on quantitative research methods this study has collected 342 responses from students at vocational colleges in Chongqing, China and has employed Structural Equation Modelling using AMOS for data analysis. The findings of this study reveal that both the content and the user experience of social media significantly influence students' behavioral perceptions.

Keywords: Social Media, Perceived Behavior, Content, User Experience, Vocational College, Congqing, China