ABSTRACT

Using cross-sectional data from 504 students from four Kenyan universities, this study evaluates the indirect effect of brand personality on the relationship between social media and students’ behavioral intentions to enroll in postgraduate studies. Additionally, the study examines the moderating effect of attitude on the relationship between social media and brand personality, social media and students’ behavioral intentions, brand personality and students’ behavioral intentions. Finally, it investigates the moderating effect of attitude on the indirect process of brand personality on the relationship between social media and students’ behavioral intentions. The study is guided by the Theory of Planned Behavior, Technology Acceptance Model and Self Congruity Theory. Process Macro is used to analyze data. Results indicate that social media significantly predicts students’ behavioral intentions and this relationship is partially mediated by brand personality. Besides, attitude moderates the relationship between social media and students’ behavioral intentions and also the relationship between brand personality and students’ behavioral intentions. Finally, attitude has a conditional effect on the indirect relationship between social media and student’s behavioral intentions via brand personality and this effect is much stronger with a higher level of attitude. These findings contribute new knowledge to literature and theory.

摘要

本研究使用来自肯尼亚四所大学的504名学生的横截面数据，评估了品牌个性对社交媒体与学生参加研究生学习的行为意图之间关系的间接影响。此外，研究还考察了态度对社交媒体与品牌个性，社交媒体与学生的行为意图，品牌个性与学生的行为意图之间关系的调节作用。最后，研究态度对品牌人格间接影响社交媒体与学生行为意图之间关系的调节作用。该研究以计划行为理论，技术接受模型和自同性理论为指导。进程宏用于分析数据。结果表明，社交媒体可以显着预测学生的行为意图，并且这种关系部分地由品牌个性来调节。此外，态度还可以调节社交媒体与学生的行为意图之间的关系，以及品牌个性与学生的行为意图之间的关系。最后，态度通过品牌个性对社交媒体和学生的行为意图之间的间接关系有条件影响，而态度越高，这种影响就越强。这些发现为文学和理论贡献了新的知识。态度调节了社交媒体与学生的行为意图之间的关系，也调节了品牌个性与学生的行为意图之间的关系。最后，态度通过品牌个性对社交媒体和学生的行为意图之间的间接关系有条件影响，而态度越高，这种影响就越强。这些发现为文学和理论贡献了新的知识。态度调节了社交媒体与学生的行为意图之间的关系，也调节了品牌个性与学生的行为意图之间的关系。最后，态度通过品牌个性对社交媒体和学生的行为意图之间的间接关系有条件影响，而态度越高，这种影响就越强。这些发现为文学和理论贡献了新的知识。