THE INFLUENCE OF SOCIAL MEDIA ON THE INTENTION TO STUDY AI WUYI UNIVERSITY FUJIAN PROVINCE, CHINA

Abstract

The primary goal of the research is to test the hypotheses and analyze the impact pathways of social media trust, perceived value, image, and intention to study. This study employs a mixed-methods approach, integrating both qualitative and quantitative methods to gather comprehensive and in-depth data. Data for this study were collected from 976 staff members at Wuyi University. Specialized questionnaires and interview guides were developed to comprehensively address the research questions. The quantitative data analysis used descriptive statistics and Structural Equation Modeling (SEM), while the qualitative data utilized content analysis. The results of the study will be beneficial in formulating public communication policies for those intending to study at Wuyi University.