HOW THE POWER OF SOCIAL MEDIA BUZZ SHAPES CHONGQING VOCATIONAL COLLEGE STUDENT'S VIEW OF BRANDS

Abstract

In the era of internet mobility, social media is also gaining increasing penetration in various countries around the world with the popularity of smartphones. In the field of education, the influence of social media is also increasing, especially in the field of higher education. Social media has become an indispensable part of students' lives and provides new channels for universities to better communicate with students. In the traditional higher education market and fierce competition among students, vocational colleges still face problems such as insufficient brand power, weak brand construction, and single brand marketing methods. Therefore, vocational colleges need to find new ways to enhance their brand value, attract and retain students. This study aims to explore the impact of social media marketing activities and social media electronic word-of-mouth on the perception of students in vocational colleges in Chongqing, to discover an empirical study of their impact on the enhancement of brand value in vocational colleges. This study used quantitative research methods to conduct a questionnaire survey on 400 students from Chongqing vocational colleges to evaluate the impact of social media on students' perceived behavior and the role of brand value enhancement in university brand building and uses SPSS and AMOS software to analyse the impact of social media marketing activities and electronic word-of-mouth on students' perceived behavior. This study found that social media marketing activities and electronic word-of-mouth have a significant impact on students' perceived behavior, thereby significantly enhancing their understanding of university brand value. Thus, this study indicates that vocational colleges can significantly enhance their brand attractiveness and influence students' attention behavior and enrollment choices through effective brand marketing and word-of-mouth construction on social media platforms.

Keywords: social media marketing, vocational colleges, brand value, student perception, school choice behavior