The influence of university-generated advertising content and student-generated organic content on university enrollment intention in the digital era
Published: August 14, 2026
Abstract
In the digital era, online communication increasingly influences how prospective students obtain information and select universities. This study examines the effects of university-generated advertising content and student-generated organic content on university enrollment intention through brand image. Data were collected from 568 students who had searched for university admissions information in Vietnam and analyzed using partial least squares structural equation modeling. The results indicate that both content types positively affect brand image and enrollment intention. Student-generated content has a stronger direct effect on enrollment intention, whereas university-generated content contributes more strongly to brand image. Brand image also positively influences enrollment intention and significantly mediates both relationships. The study extends research on digital communication in higher education and provides practical implications for universities seeking to integrate official promotional content with authentic student experiences in their branding and recruitment strategies.
Keywords
university-generated advertising contentstudent-generated organic contentbrand imageuniversity enrollment intentiondigital communication
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