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

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.