VOlUME 05 ISSUE 05 May 2026
Nguyen Thi Diem Quyen
Thu Dau Mot University
DOI : https://doi.org/10.58806/ijsshmr.2026.v5i5n24Google Scholar Download Pdf
ABSTRACT
Social media has become an important communication channel between universities and students. Universities increasingly use Facebook, Zalo, TikTok, websites, email, and online student communities to deliver academic announcements, student support information, event updates, and institutional messages. However, students may not always trust or respond effectively to university information when messages are unclear, delayed, inconsistent, or spread through unofficial channels. This study explores how social media communication shapes student trust in university information in Vietnam. Using a qualitative approach, semi-structured interviews were conducted with 30 university students who regularly use social media and receive information from both official and informal university-related channels. Thematic analysis reveals five key themes: clarity and timeliness of official messages, consistency across communication channels, peer discussion and informal student groups, credibility of university representatives, and visual and interactive communication. The study contributes to the literature on higher education communication by showing that student trust is formed through both official and informal communication processes. Practical implications are offered for universities seeking to improve digital communication, reduce information uncertainty, and strengthen student engagement.
KEYWORDS:social media communication; university communication; student trust; higher education; Vietnam; qualitative research.
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Cite this Article:Quyen, N. T. D. (2026). Social Media Communication and Student Trust in University Information: A Qualitative Study in Vietnam. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCHS, 5(5), 1131-1137. https://doi.org/10.58806/ijsshmr.2026.v5i5n24