How Social Media as a Digital Marketing Strategy Influences Chinese Students' Decision to Study Abroad in the United States: A Model Analysis Approach

The rise of social media has significantly transformed global education marketing. This study examines the influence of social media as a digital marketing tool on Chinese students' decisions to study in the United States. By using a model analysis approach, the research offers insights to help educational institutions develop effective digital marketing strategies tailored to the Chinese student market. Key influential factors are identified through the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The findings underscore social media's crucial role in shaping Chinese students' perceptions, expectations, and decision-making processes regarding studying abroad. The paper concludes with practical implications and suggestions for future research.