The impact of social media influencers on the intention to study abroad through the lens of self-determination theory: The case study of undergraduate students in Hanoi


Authors

  • Pham Thi Kim Thanh National Economics University
  • Nguyen Thi Lan Anh National Economics University
  • Trinh Huong Giang National Economics University
  • Nguyen Hien Minh National Economics University
  • Ha Quang Duy National Economics University
  • Tran Bao My Khang National Economics University
DOI: https://doi.org/10.57110/vnu-jeb.v5i2.397

Keywords:

Social media influencer, study abroad, self-improvement motivation

Abstract

This research explores the influence of social media influencers (SMIs) on Hanoi university students’ self-improvement motivation and their intention to study abroad. Grounded in the self-determination theory of Deci & Ryan (1985), the research surveyed 574 undergraduate students in Hanoi to assess how students’ intrinsic motivation mediates the connection between SMIs and students’ intention to study abroad after graduation. The findings reveal that students' self-improvement motivation and study abroad aspirations are most influenced by SMIs’ attractiveness, followed by career success, which positions SMIs as ideal role models. Similarity and trustworthiness also positively impact motivation by fostering emotional connections and reinforcing confidence. Meanwhile, relationship proximity has shown no influence, and expertise negatively affects students’ self-improvement motivation. The research confirms the mediating role of self-improvement motivation in the link between SMIs and study abroad intention, except in the case of expertise. These findings provide actionable insights for educational institutions to leverage SMIs marketing and design impactful content that inspires students to pursue personal growth and international academic opportunities.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. http://doi.org/10.1016/0749-5978(91)90020-T

Al-Darraji, H. M., Al-Debei, M. M., & Al-Lozi, E. M. (2020). The impact of social media influencers' credibility on consumers' purchase intention. International Journal of Social and Management Studies, 3(2), 115–128. https://doi.org/10.37534/bp.jo.2020.3.2.114

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers' credibility dimensions: Attractiveness, trustworthiness, and expertise on the purchase intention in the aesthetic dermatology industry. Journal of Research in Interactive Marketing, 15(4), 520–541. https://doi.org/10.1108/JRIM-07-2020-0130

Aron, A., & Fraley, B. (1999). Relationship closeness as including others in the self: Cognitive underpinnings and measures. Social Cognition, 17, 140-160. http://doi.org/10.1521/soco.1999.17.2.140

Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Prentice-Hall.

Chae, J. (2018). Explaining females’ envy toward social media influencers. Media Psychology, 21(2), 246–262. https://doi.org/10.1080/15213269.2017.1328312

Chu, S., & Kim, Y. (2011) Determinants of consumer engagement in electronic word of mouth (eWOM) in social networking sites. International Journal of Advertising, 30, 47-75. https://doi.org/10.2501/IJA-30-1-047-075

Cialdini, R. B. (2001). Influence: Science and Practice (4th ed.). Allyn & Bacon.

DataReportal. (2024). Digital 2024: Vietnam. https://datareportal.com/reports/digital-2024-vietnam

Deci, E. L., & Ryan, R. M. (1985). Intrinsic Motivation and Self-Determination in Human Behavior. Plenum. https://doi.org/10.1007/978-1-4899-2271-7

Dreifaldt, N., & Drennan, T. (2019). Does your brand need online influencer marketing? It depends: A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online [Master’s thesis, Mälardalen University]. DiVA Portal. https://mdh.diva-portal.org/smash/record.jsf?pid=diva2%3A1321766

Eisenberg, E. M. (2014). Strategic ambiguity. Management Communication Quarterly, 28(4), 464–493. https://doi.org/10.1177/0893318914544934

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001

Gardner, R. C. (1985). Social Psychology and Second Language Learning: The Role of Attitudes and Motivation. Edward Arnold.

Goel, L., De Jong, P., & Schnusenberg, O. (2010). Toward a comprehensive framework of study abroad intentions and behaviors. Journal of Teaching in International Business, 21(4), 248–265.

Greenwood, M. (2025). February 22). The rise of study influencers: Has social media changed revision culture? Epigram. https://epigram.org.uk/the-rise-of-study-influencers/

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Pearson Prentice Hall.

Hoang, V. D. (2023). Model of factors influencing the decision of students in Laos and Cambodia to choose to study abroad in Vietnam. ResearchGate. https://www.researchgate.net/publication/385977929

Hoogland, J. J., & Boomsma, A. (1998). Robustness studies in covariance structure modeling: An overview and a meta-analysis. Sociological Methods & Research, 26, 329-367. https://doi.org/10.1177/0049124198026003003

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635-650. https://doi.org/10.1086/266350

Hu, L. T., & Bentler, P. M. (1999).Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606

Kim, S. S., Seo, J. M., & Kim, M. J. (2009). A study of Hallyu celebrity marketing through investigating the effects of Hallyu celebrities' advertising attributes on creating company image, reliance, and customer loyalty: Focused on Japanese tourists who visit Lotte Hotel & Resort. Korean Journal of Hospitality and Tourism, 18(4), 217–243.

Lajnef, K. (2023). The effect of social media influencers on teenagers' behavior: An empirical study using cognitive map technique. Current Psychology, 42, 19364–19377. https://doi.org/10.1007/s12144-023-04273-1

Lee, Y., Mazzei, A., & Kim, J. N. (2018). Looking for motivational routes for employee-generated innovation: Employees’ scouting behavior. Journal of Business Research, 91, 286–294. https://doi.org/10.1016/j.jbusres.2018.06.022

Lockwood, P., & Kunda, Z. (1997). Superstars and me: Predicting the impact of role models on the self. Journal of Personality and Social Psychology, 73(1), 91-103. http://doi.org/10.1037/0022-3514.73.1.91

Malik, J. N., Arora, S., Gadhavi, M.S., Singh, G., Kumar, P., Johnson, F.C., Thakur, M., & Raoof, J. (2023). Geological evidence of paleo-earthquakes on transverse right-lateral strike slip fault along the NW Himalayan front: implications towards fault segmentation and strain partitioning. J. Asian Earth Sci. 244, 105518 https://doi.org/10.1016/j.jseaes.2022.105518

Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of consumer psychology, 27(1), 133-146. http://doi.org/10.1016/j.jcps.2016.05.003

Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management, 22(3), 335–353. https://doi.org/10.1108/JFMM-09-2017-0095

Mazzarol, T., & Soutar, G. N. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82–90. https://doi.org/10.1108/09513540210418403

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217

Ministry of Education and Training. (2023). Ten years of implementing Resolution 29: Major changes in science, technology, and international cooperation. Ministry of Education and Training News Portal. https://moet.gov.vn/tintuc/Pages/tin-tong-hop.aspx?ItemID=8943

Ngo, T. N. (2018). The issue of developing individual capacities of Vietnamese people in the current context of international integration (Doctoral dissertation). Ho Chi Minh National Academy of Politics.

Nguyen, A. N. (2021a). The relationship between planned behavior, family factors and intention to study abroad: A survey in Vietnam. Linguistics and Culture Review, 5(S4), 2266–2286. https://doi.org/10.21744/lingcure.v5nS4.1972

Nguyen, L. K. C. (2021b). Factors influencing the intention to pursue “partial study abroad” at the undergraduate level: A case study on the perceptions of high school students in several provinces of the Mekong Delta region. Journal of Education, 39–44.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Peruta, A., & Shields, A. B. (2018). Social media influencers and the changing landscape of higher education recruitment. Journal of Marketing for Higher Education, 28(1), 1–12. https://doi.org/10.1080/08841241.2018.1541011

Phan, A. T., & Trinh, T. H. (2016). A study on factors influencing students’ intention to study abroad after graduation: The case of economics students at Can Tho University. Can Tho University Journal of Science, 46, 122–129.

Relyea, C., Cocchiara, F. K., & Studdard, N. L. (2008). The effect of perceived value in the decision to participate in study abroad programs. Journal of Teaching in International Business, 19(4), 346–361. https://doi.org/10.1080/08975930802427551

Ruef, M., Aldrich, H. E., & Carter, N. M. (2003). The structure of founding teams: Homophily, strong ties, and isolation among U.S. entrepreneurs. American Sociological Review, 68(2), 195–222. https://doi.org/10.1177/000312240306800202

Ryan, E., & Deci, E. (2020). Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemporary Educational Psychology, 61, Article ID: 101860. https://doi.org/10.1016/j.cedpsych.2020.101860

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube influencers: Impact on consumer behavior. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/10.1016/j.jretconser.2019.01.011

Soutar, G. N., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis. International Journal of Educational Management, 16(1), 40–45. https://doi.org/10.1108/09513540210415523

Sun, X. L., & Li, X. W. (2012). Self-enhancement or self-improvement: A temporal construal approach. J. Psychol. Sci. 2, 264–269.

Supriyanto, A., Hasanah, U., & Farani, M. (2023). Language learning motivation employed by the students in Sekolah Indonesia Kuala Lumpur, Malaysia. ResearchGate. https://www.researchgate.net/publication/373734926

Tan, A. (2015). College choice behaviors of international students. SAGE Open, 5(4), 1–14. https://doi.org/10.1177/2158244015618995

Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274

Truong, P. C., & Ng, T. (2023). Factors affecting the decision to study abroad to start a business of students at the University of Food Industry in Ho Chi Minh City. International Journal of Multidisciplinary Research and Growth Evaluation, 4(3), 563–574.

Van der Waldt, D., Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: A survey among students. South African Journal of Economic and Management Sciences, 12(1), 110–114. https://doi.org/10.4102/sajems.v12i1.263

Vijeh, Z. M. (2014). Divergent consequences of success and failure on language learners’ self-improvement motivation. Procedia-Social and Behavioral Sciences, 98, 1179-1185. https://doi.org/10.1016/j.sbspro.2014.03.532

Vroom, V. H. (1964). Work and Motivation. Wiley.

Yang, M. (2007). What attracts mainland Chinese students to Australian higher education. Studies in Learning, Evaluation, Innovation and Development, 4(2), 1-12. http://sleid.cqu.edu.au/viewarticle.php?id=122

Zhafira, A. K., Purba, C. A. F., Asteriani, D., & Soesilo, P. K. (2022). The effect of social media influencers' perceived sincerity and perceived similarity on consumers’ attitude and purchase intention. Journal of Research in Business, Economics, and Education, 4(1), 22–32. https://media.neliti.com/media/publications /442193-the-effect-of-social-media-influencers-p-f5fa8fe3.pdf

Downloads

Download data is not yet available.

Downloads

Published

25-04-2025

Abstract View

2

PDF Downloaded

1

How to Cite

Pham Thi Kim Thanh, Nguyen Thi Lan Anh, Trinh Huong Giang, Nguyen Hien Minh, Ha Quang Duy, & Tran Bao My Khang. (2025). The impact of social media influencers on the intention to study abroad through the lens of self-determination theory: The case study of undergraduate students in Hanoi. VNU University of Economics and Business, 5(2), 68. https://doi.org/10.57110/vnu-jeb.v5i2.397

Issue

Section

Original Articles