Social networking site use and self-reported academic performance: Moderating roles of motivation and self-regulated learning
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Author(s)Anh Thi Mai NguyenLink to ORCID Index: https://orcid.org/0009-0003-8210-5235
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Tuan Thanh NguyenLink to ORCID Index: https://orcid.org/0009-0001-6334-6928
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DOIhttp://dx.doi.org/10.21511/kpm.10(3).2026.12
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Article InfoVolume 10 2026, Issue #3, pp. 195-211
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Creative Commons Attribution 4.0 International License
Type of the article: Research Article
The growing integration of social networking sites (SNSs) into higher education has fueled debate about their contribution to academic performance. This study examines how three forms of academic SNS use, interaction with friends, interaction with lecturers, and cooperative learning, affect self reported performance among 510 undergraduate students from public, private, and international universities in Hanoi, Vietnam, and tests the moderating roles of academic motivation and self regulated learning. Multiple regression and moderation analyses (Hayes’ PROCESS macro) were used.
Cooperative learning was the strongest predictor of performance (β = .479, p < .001), followed by interaction with lecturers (β = .253, p < .001) and interaction with friends (β = .184, p < .001), with the model explaining 63.8% of variance. Academic motivation and self regulated learning significantly strengthened the effect of friend interaction on performance but did not moderate the effects of lecturer interaction or cooperative learning. This indicates that structured, instructionally guided SNS activities produce stable academic benefits regardless of motivation or self regulation, while the value of informal peer interaction depends on these individual capacities. Performance and self regulated learning also differed significantly by gender, year of study, and university type, but not by discipline. Overall, results suggest that the academic effectiveness of SNSs depends on the structuredness of interaction and students’ motivational and self regulatory capacities, not merely on usage intensity. Academic performance was measured via self report rather than objective academic records.
- Keywords
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JEL Classification (Paper profile tab)I21, I23, D83
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References48
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Tables8
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Figures2
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- Figure 1. A conceptual model of the impact of SNSs on the performance of students
- Figure 2. Revised conceptual model of SNS use and student academic performance
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- Table 1. Overview of the sample profile
- Table 2. Discriminant validity: Fornell-Larcker criterion and HTMT ratios
- Table 3. Reliability and validity indicators
- Table 4. Mean differences in student performance and self-regulated learning across demographic groups
- Table 5. Multiple regression analysis predicting student performance
- Table 6. Summary of moderation analyses predicting Student Performance
- Table A1. Measurements
- Table A2. Factor loadings and item wording
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo ,
Phu Quach ,
Thanh Vinh Nguyen ,
Anh Duy Nguyen ,
Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
Innovative Marketing Volume 19, 2023 Issue #3 pp. 34-50 Views: 10665 Downloads: 2840 TO CITE АНОТАЦІЯIn the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention
Thi Thuy An Ngo ,
Chi Thanh Bui ,
Huynh Khanh Long Chau ,
Nguyen Phuc Nguyen Tran
doi: http://dx.doi.org/10.21511/im.19(4).2023.22
Innovative Marketing Volume 19, 2023 Issue #4 pp. 269-283 Views: 8172 Downloads: 4791 TO CITE АНОТАЦІЯSocial media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspects of shopping through live streaming. This study investigates factors affecting the purchase intention of Vietnamese Generation Z consumers in live streaming commerce on social media platforms, assessing the impact of six factors: entertainment, information quality, interactivity, perceived risk, peer customer evaluations and recommendations, and streamers. Using a non-probability sampling, an online survey was conducted among 344 consumers who possess prior experience with social media live streaming commerce. Data analysis used a partial least squares structural equation modeling technique. The findings revealed that increased entertainment, higher information quality, enhanced interactivity, positive peer customer evaluations and recommendations, and a more attractive and expert streamer positively impact purchase intention. Notably, streamers exhibited the most robust influence, while information quality demonstrated the weakest effect among the influencing factors. Conversely, perceived risk did not significantly hinder purchase intention, suggesting Generation Z consumers’ confidence in online transactions and their willingness to take risks for entertainment and interactivity in live streaming commerce. In light of these results, businesses are advised to elevate consumer purchase intentions by prioritizing aspects related to entertainment, information quality, interactivity, and peer customer evaluations. Prudent selection of streamers is highlighted as a pivotal strategy for organizations to effectively shape customer purchasing intentions.
Acknowledgment
The researchers express sincere gratitude to all the participants who generously participated in this study. -
Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam
Dam Tri Cuong
doi: http://dx.doi.org/10.21511/im.19(1).2023.11
Innovative Marketing Volume 19, 2023 Issue #1 pp. 126-139 Views: 5525 Downloads: 2066 TO CITE АНОТАЦІЯE-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.
Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.
