Journal Issues

Abstract- This study explores how the college’s social media marketing influences students’ decisions to enroll at Guangxi Finance Vocational and Technical College. It had two main objectives: (1) to examine how students perceive key social media marketing factors content quality, advertising value, social influence, and interactivity and their enrollment decisions, and (2) to identify which factors most strongly predict enrollment decisions. A quantitative approach was used, with data collected from new students and analyzed through descriptive statistics, correlation, and multiple regression. The findings show that students hold positive perceptions of the college’s social media presence. All four factors were rated highly, indicating that students consider the content useful and trustworthy, advertisements informative, and social media pages engaging. Enrollment decision outcomes were also rated positively, suggesting that social media increased students’ interest, confidence, and intention to take action. All four factors were positively correlated with enrollment decisions. However, regression results revealed that interactivity was the strongest predictor, followed by content quality. Advertising value had a smaller but significant effect, while social influence was not a significant predictor when other variables were controlled. Overall, the study highlights the importance of prioritizing interactive engagement and high-quality content to enhance student enrollment outcomes.

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