MERAL Myanmar Education Research and Learning Portal
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The Effect of Social Media On Visit Intention of University Students
https://meral.edu.mm/records/9124
https://meral.edu.mm/records/9124bf2ff40e-c88b-4c8c-a980-a959a847967e
992fbff2-03d0-48a5-9a2a-b026425e766c
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Title | The Effect of Social Media On Visit Intention of University Students | |||||
Language | en | |||||
Publication date | 2023-08-01 | |||||
Authors | ||||||
Kay Zar Lin | ||||||
Description | ||||||
This study mainly focuses on the effect of social media on the credibility and visit intention of University Students. The study used both primary data and secondary data. The primary data were collected by using a questionnaire survey. The sample size of the study is 240 students who are attending Myanmar Imperial University and they were selected by using a simple random sampling method. Descriptive research methods and Multiple Linear Regression analysis were used to find out in this study. The social media variables included in the study are information platforms, engagements, and social media reach. The credibility of social media is measured by its trustworthiness and attractiveness. Regression analysis indicated that all the social media variables have a positively significant effect on credibility. Moreover, engagement and social media reach also have a positively significant effect on visit intention. It can be proved that the credibility factor of attractiveness is also having a positive effect on visit intention. Therefore, social media companies should deliver reliable information and create useful content to get the commitment of the users. Moreover, the media companies should create posters and pictures with a preannouncement of the event and post them on relevant social media platforms. In addition, social media companies should participate in travel-related events such as international travel exhibitions, and travel road shows. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Thynn Thynn Myint |