SOCIAL MEDIA COMMUNICATION IN ATTRACTING ECONOMICS STUDENTS AT UNETI TO YOUTH UNION ACTIVITIES

Abstract

In the context of the rapid development of social media, Youth Union and Student Association communication activities face significant opportunities for innovation to enhance their effectiveness in attracting members to participate in collective movements. This study evaluates the effectiveness of social media communication in attracting students from the economics disciplines at the University of Economics – Technology for Industries (UNETI) to participate in Youth Union and Student Association activities, based on a quantitative survey of 231 students from cohorts 15–18 across the Hanoi and Ninh Binh campuses. The findings indicate that social media communication plays an important role in enhancing awareness, fostering positive emotions, and promoting students’ participation behavior in collective movements. On this basis, the paper proposes several implications to improve the effectiveness of Youth Union and Student Association communication within the university