Thu Dau Mot University Journal of Science


APPLICATION OF THE TWO-STEP FLOW THEORY IN UNIVERSITY ADMISSION COMMUNICATION CAMPAIGNS IN VIETNAM'S DIGITAL ERA

By Nguyen Thi Thanh Xuan, Nguyen Dinh Ky
DOI: DOI: 10.37550/tdmu.EJS/2024.04.603

Abstract

This paper focuses on the application of the two-step flow theory in university admission communication strategies, particularly in the context of university autonomy in Vietnam. The two-step flow theory, developed by Katz and Lazarsfeld (1955), emphasizes the role of opinion leaders in transmitting messages from the information source to the target audience. In addition to analyzing the core elements of the theory and the methods of identifying and utilizing influential individuals within the educational community, this study proposes solutions for applying digital tools to support communication processes. These solutions include optimizing content and search engine tools, organizing both online and offline communication events, and closely coordinating with opinion leaders to implement proactive, flexible, and creative admission communication campaigns that are sustained throughout the process. Consequently, the study aims to enhance the quality of university admissions in the context of digital transformation


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Publication Information

Publisher

Thu Dau Mot University, Viet Nam

Honorary Editor-in-Chief

Assoc. Prof. Nguyen Van Hiep
Thu Dau Mot University

Editorial Board

Assoc. Prof. Le Tuan Anh
Thu Dau Mot University
PhD. Nguyen Quoc Cuong
Thu Dau Mot University

PhD. Doan Ngoc Xuan
Thu Dau Mot University
PhD. Nguyen Khoa Truong An
Thu Dau Mot University

Assoc. Prof. Nguyen Thanh Binh
Thu Dau Mot University
PhD. Le Thi Thuy Dung
Thu Dau Mot University

PhD. Ngo Hong Diep
Thu Dau Mot University
PhD. Nguyen Duc Dat Duc
Ho Chi Minh City University of Industry and Trade

Assoc. Prof. Nguyen Van Duc
Animal Husbandry Association of Vietnam
PhD. Nguyen Thi Nhat Hang
Department of Education and Training of Binh Duong Province

PhD. Nguyen Thi Cam Le
Vietnam Aviation Academy
PhD. Trần Hạnh Minh Phương
Thu Dau Mot University

M.A. Pham Van Thinh
Thu Dau Mot University
PhD. Nguyen Thi Lien Thuong
Thu Dau Mot University

Prof. Le Quang Tri
Can Tho University
Prof. Banh Quoc Tuan
Thu Dau Mot University