Exploring the influence of social media communication and brand image on international student enrollment intentions in higher education
Li S. Quan Y. Xiao L. Ren H. Abinova A.Y.
2025Frontiers Media SA
Frontiers in Education
2025#10
This study examines how social media communication and brand image influence international students’ enrollment intentions in higher education institutions, particularly in response to China’s declining birth rate and increasing number of college graduates. Official data projects an “overcapacity” of over 2.79 million in mainland China’s universities by 2024, with an excess rate of 23.6%. Strategies such as enhancing institutional standards and expanding international student enrollment are being considered to address these trends. Using data from 156 foreign students at three upgraded colleges in Guangxi, this paper explores the roles of user-generated and school-generated contents in social media communication, as well as brand image development factors. Partial least squares regression was employed to evaluate the measurement model and hypotheses. The analysis reveals that social media communication and brand image positively affect brand preference, with brand image mediating their relationship. Interactivity, transparency, and authenticity on social media platforms, along with academic reputation, internationalization, and cultural diversity, significantly influence enrollment intentions. This research offers practical guidance for universities aiming to enhance their brand image via social media to attract more international students, addressing demographic and institutional challenges. Copyright
academic reputation , brand image , cultural diversity , enrollment intention , higher education , international students , internationalization , social media communication
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International Business School, Al-Farabi Kazakh National University, Almaty, Kazakhstan
School of Humanities, Guangzhou University, Guangzhou, China
School of International Education, Guangxi Science and Technology Normal University, Laibin, China
Higher School of Economics and Business, Al-Farabi Kazakh National University, Almaty, Kazakhstan
Department of International Business, Kazakh Ablai khan University of International Relations and World Languages, Almaty, Kazakhstan
International Business School
School of Humanities
School of International Education
Higher School of Economics and Business
Department of International Business
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