Do Private Universities Still Need Social Media? Firm generated and user generated content in social media

Abstract

The purpose of this study is to investigate how firm generated content (FGC) and user generated content (UGC) have an impact on value, value for consumer hope, and to this, in turn, affecting two types of intention, namely intention to follow social media and intention to enroll private university. The online survey was used to collect data with a total of 452 respondents. The hypothesis is tested empirically using a variance-based structural equation model. The results of this study indicate that FGC and UGC have a positive and significant effect on value. Value was found to have a significant effect on consumer hope. Finally, consumer hope has a significant effect on the intention to follow social media and the intention to enroll in private universities. The results of this study are useful in theoretical and practical applications regarding the role of marketing content on social media which will ultimately affect the intention to follow social media and the intention to enroll private university. The intention of prospective students is increasingly influenced by the increasing use of social media by universities and the public. This changing environment has opened up new challenges. However, much work remains to be done to understand the full effects of FGC and UGC, and how this affects value, hope, and intention.