CHAPTER 3

METHODOLOGY
3.1 Introduction
We will go over the methodology used for this inquiry in this chapter. The research
paradigm, the design of the research, and the methodological steps that will be used across
the entire study come first. The study's location, data gathering methods, and sampling
methodology were all chosen after this step, and the collection processes were detailed. The
justifications for operationalizing and measuring the concepts that have been employed are
also presented and expanded upon in this chapter.

3.2 Research Paradigm

A set of principles of guidance that create the boundaries on which a research effort is carried
out is known as a research paradigm. The approach, the questions the researcher poses, the
data they gather, and the inferences they make are all influenced by their worldview and
underlying values. The overarching idea on which a study's methods and theoretical
underpinning are based is called its research model (Pandey, 2021). They also affect the
researcher's attempts to interpret and understand the world.

The study paradigm for is positivist in terms of research methodology, rational thought, and
quantitative design. The formal name of the study is Structured questionnaires and secondary
data analysis will be used to collect numerical data for the study. To pick a sample of Chinese
students from Malaysian universities who are mathematically representative of Chinese
students in Malaysia, a stratified random selection method will be utilized. We will employ
statistical techniques like regression analysis and comparison to see if there is a relationship
between online advertising and student enrollment (Mishra, 2022). The study will be
conducted in accordance with ethical standards to guarantee participant confidentiality and
informed consent. The goal of the study is to provide light on the variables that affect
Chinese students' decisions to enroll and how social media marketing affects those variables.
Either the Principles of Reasoned Action (TRA) or the The concept of Expected Behavior
(TPB) will serve as its foundation. Despite its limitations, the study will provide valuable
information that might be used to improve initiatives to attract international students in the
digital age.
3.3 Research Design
Snyder, (2019)define a study design as "a framework of gathering information, measuring it,
and analyzing it intended to address particular study objectives." The above description can
be utilized to an investigation's study plan. This results in the addition of research processes
like conducting studies, questionnaires, instances, or a mix of several research tactics, as well
as deciding the size of the study, the scope of the information analysis, or the length of the
research. (Gupta & Gupta, 2022). Additionally, it comprises the selection of the research's
time span. The project would be best served by a mixed-methods research design. This
approach combines quantitative and qualitative approaches to completely understand the
study problem in order to collect data for the quantitative component from a significant
sample of Chinese students who were either considering attending Malaysian universities or
were already enrolled there, a cross-sectional survey would be employed. Structured
questions will be used to assess survey respondents' exposure to social media marketing
campaigns and perceptions of how these strategies affected their decision-making. On the
other side, the qualitative component would involve focus groups or in-depth interviews with
a smaller number of Chinese students. This qualitative method would look into students'
goals, opinions, and experiences with social media marketing. The mixed-methods approach
enables researchers to gather quantitative data for general insights as well as rich contextual
data to understand the underlying motives and feelings of the students. The amount of time
needed to complete the study would depend on the size of the study, with the collection of
quantitative data taking a few weeks or months and the analysis and interpretation of
qualitative data requiring longer due to the complexity of the research. By incorporating
numerous research approaches, the study can offer a comprehensive and in-depth analysis.
(Jawaid & Rajadurai, 2021).
Table 1: Review of past studies

Author(s)/Year Context Sample Data analysis

Nguyen et al. 2018 In light of the retail 400 shoppers from a SPSS
sector, the study range of age groups
examined how and demographics
online advertising made up the sample.
affects consumer
behavior.

Smith et al. (2020) This study looked 300 employees from Information on
into the variables various hotels and
employee
affecting turnover restaurants made up
and employee the sample. satisfaction and
satisfaction in the
turnover rates was
hospitality sector.
gathered through a
quantitative survey
Chen et al., 2019 Investigate the 500 undergraduate researchers
elements affecting students from
conducted a
university students' various academic
academic fields made up the quantitative survey
performance. sample.

Lee and Kim (2017) The purpose of this 200 elderly people quantitative survey
from senior living
study was to was conducted
facilities made up
determine whether a the sample.
health education
program was
successful in
encouraging older
people to lead
healthier lifestyles
3.4 Research Process
The research process employed in this study involved identifying the research questions,
formulating hypotheses, creating the research tool, acquiring and analyzing data, and
discussing the executive summary of the study's findings. These actions were all carried out
according to the instructions. Table 2 outlines the research process involved in the study. The
goals and purpose of the study are initially outlined in the research intent. Through a
thorough assessment of the literature, a comprehensive conceptual development is carried
out, identifying pertinent theories and concepts connected to social media marketing, the
recruitment of international students, and the decision-making of Chinese students. A study
design is developed based on the conceptual framework, choosing to use a mixed-methods
approach that incorporates the collection of quantitative and qualitative data. The researcher
then goes on to gather data from Chinese students using surveys to measure their exposure to
social media marketing and interviews to get a deeper understanding of their perspectives and
experiences. Following data collection, the material is given to analysis, with thematic
analysis being used for qualitative data and statistical approaches being used to explore
relationships in the quantitative data. A thorough discussion of the ramifications, restrictions,
and linkages to previous literature follows the interpretation of the results. In order to address
the study questions, the researcher draws on the analysis. The researcher then offers
suggestions for strengthening social media marketing methods to recruit Chinese students to
Malaysian universities. To ensure transparency, validity, and a scholarly presentation of the
research attempt, the complete research process is finally documented in a thesis or research
report
Table 2: The research Process
Step Process Main Activities
Research Intent Difine and set a clear Determine the study aims
goal for your and theories.
research.
Conceptual Create a theoretical Describe the main ideas
Development framework after and theories behind
reviewing the social media marketing
literature. and the recruitment of
overseas students.
Research Develop the research Pick the right research
Design tools, choose the techniques, such as focus
study approach, and groups, interviews, or
gather the data. surveys. Create the
research tools, like
questionnaires or
interview guidelines.
Gather information from
the participants.
Data Analysis Analyze the data Categorize the data using
statistically after codes. Analyze the data
coding it. statistically to verify the
hypotheses.
Interpret Data, Analyse the results, Consider the results in
Discussion & go over the light of the conceptual
Conclusion ramifications, and framework. Discuss how
come to some the results may affect
recommendations. social media
advertisement and
recruiting of overseas
students. Identify the
results of social media
marketing's success in
luring Chinese learners to
attend Malaysian
colleges.
Thesis Create an argument, Create a conclusion that
and then use facts encapsulates the key
Outcome
a thorough
knowledge of the
study's objectives
and the particular
queries that must
be addressed.
a theoretical
framework that
serves as the basis
for the study and
aids in directing
how the results
should be
interpreted.
a bundle of facts
that can be used to
address the study's
inquiries.
An comprehension
of the structures
and tendencies in
the information.
a thorough
comprehension of
the conclusions and
their ramifications.
a thesis formulation
that is succinct and
 from the data to study findings. Use the well-supported by
argue for it. data to provide evidence the evidence.
to support the theory.
Documentation Complete the Compose your study A study paper that
research report report in an organized, is concise and
writing and unambiguous manner. published to a
submission. present your study renowned
findings at a gathering or publication or
journal. meeting.

3.5 Research Setting

The site of the data collection serves as the research context for this study. The place where
the data were obtained serves as the research environment in this study, just like in other
nations. comparable to other nations, the study takes place in a "research setting" that
includes the locations, people, and organizations that make up that environment. The study
examines how well social media marketing attracts Chinese students to Malaysian colleges. It
considers both the research participants and the locations where the data for the study is
acquired. Since Chinese students and Malaysian educational institutions are the key subjects
of the study, they would be the main research settings in this situation. Abdullah et al (2019)
conducted study with the same objective likely concentrated on determining how social
media marketing aids in attracting students from various nations. These studies may have
examined the effectiveness of social media campaigns, internet advertising, and other
methods of communication in luring international students from nations like China to enrol in
graduate programs at universities throughout the globe. Many universities and schools, both
in Malaysia and abroad, housed the researchers who carried out these studies. It would have
been possible to gather information about how students were exposed to marketing initiatives
and how they made their college enrolment decisions using questionnaires, interviews, and
social media analytics. These studies may use a variety of social media sites as research
settings because the use of social media marketing is expanding swiftly. These include
WeChat, Weibo, Facebook, Instagram, and LinkedIn, to name a few. The specialists would
have investigated how the various platforms affect how Chinese students think, feel, and
behave while choosing where to attend college. The study environments of similar subjects
are likely to differ because social media is always developing and international students are
frequently brought in for studies. These research environments might represent various
nations, colleges, and social media marketing strategies. The data from these researches
would have been useful in the area of marketing for foreign education. It would have
demonstrated to colleges and other organizations how effectively social media marketing
attracts students from China and other nations.

3.6 Target Population and Sampling Considerations

The target audience for the study are Chinese students who are interested in attending
Malaysian universities. Chinese students make up the majority of overseas students at
Malaysian universities due to their significant representation among them (Sim et al., 2021).
The target audience includes both Chinese students currently enrolled in Malaysian
universities and Chinese students who might be interested in attending.

Sampling considerations: In order to ensure that the research findings may be applied
broadly, sampling needs to be considered. Given the diversity of Chinese students and the
variety of factors influencing their judgments, researchers must employ the appropriate
sampling procedures. This study may use stratified random sampling, which divides Chinese
students into groups based on traits like academic specialization, academic standing, or social
media usage. To ensure that all groups are represented, students are then chosen at random
from each stratum. In connection to Yong & Hassan (2019) demonstrate that Chinese
students may have been the main focus of studies of a similar nature. They might have
utilized a variety of sample procedures, such as convenience sampling, purposive sampling,
or snowball sampling, depending on the nature of the research and the resources available.
Depending on factors like the nations, regions, or types of colleges that are being evaluated,
the target audience for each study may vary. Additionally, while some studies may focus
solely on prospective students, others may include both prospective and present students. In
order to determine how representative, the results are, it may be helpful to compare the
sampling standards used in various studies. Studies that employ stratified or random sampling
have a higher likelihood of yielding results that can be generalized to the larger population of
Chinese students. Convenience sampling or specific participant recruitment methods, on the
other hand, may be useful for analyzing certain viewpoints or situations but may have a
limited capacity for generalization.

3.6.1 Sampling Design

The sampling plan for the study will selects Chinese students as a representative sample from
the target group. The goal is to make sure that the sample's findings can be generalized to the
larger group of Chinese students who are thinking about enrolling at Malaysian schools
(Lakens, 2022). The researchers in this study may employ stratified random sampling, which
separates the target population into subgroups or strata based on pertinent criteria, such as
academic discipline, university rating, or social media usage trends. Each stratum represents a
different subgroup of the target population. Then, a random sample is selected from each
stratum to ensure that there is an equal likelihood that all learners in the sample will
participate in the research project. With the help of this technique, different segments of
Chinese students' tastes, experiences, and viewpoints can be better understood. According to
the students' preferred academic fields, such as engineering, business, or the humanities, the
researchers might group Chinese students into these different categories. Within each
stratum, a random sample of students is selected from various universities with varying levels
of social media marketing exposure. By using stratified random sampling, the study may
consider variances within the target group and produce a representative sample that reflects
the characteristics and variety of Chinese students interested in attending universities in
Malaysia (Peng, 2021). The ability to extrapolate the findings from this sample to the greater
population of Chinese students increases the study's external validity and the applicability of
its findings. The following are the criteria in selecting the participant:

 Participants must be Chinese students, potential Chinese students who are Chinese
citizens, or Chinese nationals living abroad.
 Participants should show interest in attending Malaysian universities, either as
prospective students considering their options or as current students already enrolled
at Malaysian universities.
 Academic Level: Depending on the study's scope and goals, it may be directed at
undergraduate or graduate students.
 Language competence: To comprehend and participate in the survey questions or
interviews, participants must have a sufficient level of competence in either English
or the language of teaching used in Malaysian colleges.
 Social Media Usage: Participants should have some level of exposure to social media
sites like WeChat, Weibo, Facebook, Instagram, or LinkedIn in order to assure
relevance to the study's focus.
 Location: The study may concentrate on Chinese students from particular provinces
or regions of China or on Chinese students who reside abroad.
 Education: Depending on the study's goals, individuals from a variety of academic
specialties or fields of study may be the focus.
 Status of Enrollment: Participants in the study may be both prospective students who
are thinking about attending Malaysian universities and currently enrolled students.
3.6.2 Unit of Analysis
The coherence and uniformity used in designating the main unit or subject of inquiry in a
research endeavor are referred to as the unity of analysis. It makes sure that every piece of
information and observation is focused on a particular degree of examination (Haidar,2019).
To prevent confusion and guarantee that the study findings appropriately address the study's
questions or objectives, ensuring unity of analysis is crucial. For instance, the key unit of
analysis might be a single Chinese student, regardless of academic discipline or university
preference, in a study looking at the success of social media marketing in luring Chinese
students to Malaysian universities. This makes sure that all information gathered and
examined is pertinent to comprehending how different students' thoughts, actions, and
reactions relate to social media marketing and choices regarding which universities to attend.

3.6.3 Sample Size

To make sure the study has statistical power and significance, the sample size will be
determined using the GPower tool. GPower will provide the recommended sample size
required to detect any significant differences in the efficacy of social media marketing efforts
among Chinese students considering or enrolling in Malaysian universities by choosing the
right statistical procedure, such as ANOVA or multiple regression, and defining the effect
size, alpha level, and desired power (Lakens, 2022). An adequate sample size will allow the
study to produce more solid and dependable results, boosting the certainty of the study's
conclusions. The determined sample size will also aid researchers in effectively allocating
resources and maximizing data gathering efforts. The topic may investigate the influence of
online marketing on Chinese students' decision-making procedure effectively by guaranteeing
a sufficient sample size (Lobe et al., 2020). This will give significant insights to inform
university marketing strategies and enhance the recruitment of Chinese students to Malaysian
universities.

3.7 Data Collection Procedures

The data collection procedures for the research employ a mixed-methods approach in order to
gain a complete understanding of the research question. To gather quantitative data, an online
survey will be developed and distributed to a sample of Chinese students interested in
attending colleges in Malaysia. These surveys will contain structured questions to determine
how much exposure students have to social media marketing campaigns and how they
perceive these strategies in relation to their decisions to attend college (Archibald, 2019). In
order to collect qualitative data, a subset of participants will also take part in focus groups or
in-depth interviews. The interviews are being conducted to find out more about how social
media marketing impacts students' goals, experiences, and feelings. Through the use of both
quantitative surveys and qualitative interviews, it will be possible to gain a thorough
understanding of the students' thoughts and experiences, enhancing research findings and
providing crucial data for university marketing campaigns aimed at luring Chinese students.
Ethics will be upheld throughout the data collection process to ensure participant consent and
privacy protection. Integrating quantitative and qualitative data will increase the study's rigor
and validity and result in more informed conclusions and recommendations.

Quantitative
Assess students' exposure to online
marketing activities, perceptions of
Step1:Online surveys
online marketing methods, and
university enrollment decisions.

Qualitative
Analyze the goals, viewpoints, and
Step 2:Focus groups or in-depth experiences of students to determine
interviews how social media marketing has
affected their choices.

Ethical considerations
Make sure that the participants' rights
Step 3:Privacy protection and
are upheld and that the data is acquired
participant consent
in a morally and responsibly.
Figure 1: Data collection procedures

3.8 Survey Instruments & Operationalization of Research Constructs

3.8.1 Questionnaire Design
The research tool was composed of altered questions from reputable, well-established exams.
The items underwent thorough review to make sure that respondents could understand what
was being asked and that the examiner could get a precise readout of the optimal response.
To better represent the nature of the issue being addressed, the items' wording and length
were altered.

Content and Goal of the Questions: Questions were created for the study that are closely
matched the study's objectives and content. The questionnaire's goal is to gather data on how
well Chinese students are drawn to Malaysian colleges using social media marketing
initiatives. There are questions regarding the students' exposure to social media marketing,
their perceptions of the strategies, and the impact these initiatives had on their decision to
attend college. The goals of the survey are to find out how social media marketing has
affected Chinese students' interest in attending institutions in Malaysia as well as to find out
how they feel about these marketing campaigns.

Wording & linguistic: The questionnaire's design encourages readability and linguistic skills
to improve participant understanding. By removing any potentially misleading terminology
or technical jargon, the language is kept straightforward and unambiguous (Taherdoost,
2019). The target audience, in this example Chinese students, must be spoken to in a
language they can understand. Clear and culturally considerate wording is utilized to promote
participants' sincere and reliable responses.

Question types: Closed-ended questions with multiple-choice responses, such as Likert

scales, are used to gauge students' thoughts and attitudes. The data analysis and responder
comparisons are made simpler by this format. Open-ended questions, which let participants to
express their views and experiences in their own words, are used to elicit qualitative insights
(Taherdoost, 2019). The utilization of a range of question types results in improved data and
better comprehension of the students' responses.

Common Method Variance (CMV): When creating the questionnaire, researchers should
adhere to a few safety precautions to limit the likelihood of Common Method Variance
(CMV). CMV emerges when the results are influenced by a common measurement technique
rather than the actual constructs being investigated. Researchers can do the following to
lessen CMV:

Utilize both self-reported and objective criteria to evaluate online usage and its impact on
college choices.

Randomize the sequence of the questions to reduce any biases caused by it.

 Include reverse-coded items or negatively worded inquiries to prevent acquiescence

bias.
 To encourage truthful comments and reduce social desirability bias, use anonymous
feedback.

3.8.2 Scale Development

As was already indicated, none of the items utilized in the present research were created with
the goal of evaluating the model; rather, they were all simply taken from surveys that had
already been verified. According to Yuan et al. (2021), using a single item on a scale is
problematic because there is minimal correlation between the attribute being measured and
that item. Multiple-item psychometric measures have been employed extensively to evaluate
questionnaire constructs (Ma, 2022). Several elements of a psychometric scale share
theoretical foundations (Ma, 2022). Due to the small-scale change range of these scales, they
could produce data that is unreliable. The structures, the number of items used to measure
each structure, and the regions where adjustments were made are all summarized in the next
section. The constructs were operationalized using Likert scales. Likert-style scales are
frequently used to assign numerical numbers to intangible attributes. On a Likert scale of
five, each independent variable item earned scores. Participants' willingness to pay was
assessed using a five-point Likert scale, with outcomes ranging from

Table 3: Scale development

Construct No of items Scale

Social media engagement 6 items 5-point Likert scale
Intention to enroll 4 items 5-point Likert scale
Content relevance 3 items 5-point Likert scale
Brand reputation 6 items 5-point Likert scale
Peer influence 6 items 5-point Likert scale
Emotional appeal 6 items 5-point Likert scale
 University image 6 items 5-point Likert scale

3.8.3 Operationalization and measurement of constructs

Each operational variable's accurate measuring scale was determined and selected as
indicated below:

3.8.3(a) Social media engagement

Social media engagement simply means the extent to which people engage with something
posted on social networking sites. This variable refers to the level of interaction, involvement,
and participation of prospective Chinese students on social media platforms, including likes,
shares, comments, and follows about Malaysian university material. Six items are adapted
from Stockdale & Coyne, (2020), and each of them used a 5-point Likert scale, ranging from
1 = strongly

disagree to 5 = strongly agree.

Table 4; Measurement items for social media engagement

Indicator Measurement statement Indicator

SME_1 I frequently engage with social media content Stockdale &
pertaining to universities in Malaysia. Coyne, (2020)
SME_2 I engage with posts about universities in Malaysia
through likes, shares, and remarks.
SME_3 I observe social media accounts that provide
information regarding university study in Malaysia.
SME_4 I frequently partake in online discussions or webinars
organized via social media by Malaysian universities.
SME_5 I spend a considerable quantity of time each day
searching social media for information about studying
abroad in Malaysian universities.
SME_6 I frequently mention my friends and family in posts
that highlight the opportunities available at Malaysian
universities.
3.8.3(b) Intention to enroll

Intention to enroll refers to an individual's inclination or willingness to pursue admission and

actively register for enrollment at a particular educational institution, such as a university or
college (Rehman et al., 2022). The likelihood that a person will actually enroll in college is a
major factor in their final decision. It's a sign that the applicant is serious about attending the
school in question. Although having the intent to enroll is important, it is important to note
that this does not guarantee that the individual will actually do so. The decision to enroll in
college can be affected by a number of circumstances, including the availability of
scholarships, visa requirements, financial considerations, and academic qualities. 4 items will
be employed in a 5-point likert scale adapted from Biswas & Verma (2021) ranging from
1=Strongly disagree to 5=Strongly agree. The items are as listed below:

Table 5; Measurement items for intention to enroll

Indicator Measurement statement Indicator

ITE_1 I'm seriously considering applying to a school in Malaysia Biswas & Verma
for my undergraduate or graduate studies. (2021)
ITE_2 I plan on applying to and enrolling in a university in
Malaysia.
ITE_3 I intend to persevere through any obstacles I may face
while attending school in Malaysia.
ITE_4 I'm positive that going to a university in Malaysia is the
right move for me.

3.8.3(c) Content relevance

Content relevance simply refers to the degree to which the content displayed on social media
platforms is consistent with the target audience's interests, needs, and preferences (Enke &
Borchers, 2021). The material shared on social media platforms needs to be pertinent to the
educational interests and goals of the target audience in order for social media marketing to
be successful in luring Chinese students to Malaysian colleges. Information regarding study
programs, application procedures, scholarship options, campus amenities, student
experiences, and other factors that are important to students considering higher education
abroad may fall under this category. Because it addresses their particular wants and problems,
content that is relevant is more likely to engage the target audience. Relevant material
promotes potential students to think about the university as a good fit for their academic
journey by fostering a sense of connection between the audience and the university, helping
to establish trust and credibility. Researchers can better understand the significance of
providing content that resonates with the audience and positively influences their decision-
making process by looking at the statistical association between content relevance in social
media posts and the intention of Chinese students to enroll in Malaysian universities. To
measure this, 3 items will be measured using a 5-point likert scale adapted from Hudders et
al. (2021), the items are as displayed in the below table:

Table 6; Measurement items for content relevance

Indicator Measurement statement Indicator

CR_1 Posts on social media provide pertinent details Hudders et al. (2021)
regarding scholarships available at institutions in
Malaysia.
CR_2 The social media posts efficiently highlight the
on-campus amenities and the student experience
at Malaysian universities.
CR_3 Posts on social media about universities in
Malaysia match my professional goals.

3.8.3(d) Brand reputation

Brand reputation is the term used to describe how a company or brand is seen generally by its
stakeholders and target market. It embodies the shared viewpoints, convictions, and
experiences that consumers have about a certain brand (Ahmed & Worlu 2019). Universities
can show off their strengths, academic standards, campus facilities, student experiences, and
how they work with the community through social media platforms. Positive social media
posts, testimonials, and interactions help build a good brand image because they make
potential students and their families feel like they can trust the brand. On the other hand,
negative or misleading information can hurt a university's reputation and make potential
students less likely to consider it as a choice. By understanding how social media affects the
brand image and reputation of Malaysian universities, stakeholders can figure out how to
improve the positive image of the schools and attract more Chinese students. This analysis
can also shed light on the role of social media marketing in building and keeping a strong
brand image, which in turn can help Chinese students make good decisions about where to go
to college. 6 items will be measured by using a 5-point likert scale ranging from Strongly
disagree=1 to Strongly agree=5 adopted from Iqbal et al. (2021), the items are as presented
below:

Table 7; Measurement items for brand reputation

Indicator Measurement statement Indicator

BR_1 Based on the information provided in social media Iqbal et al.
posts, I have a favorable impression of the reputation (2021)
of Malaysian universities.
BR_2 I believe the data posted on social media about the
caliber of instruction offered in Malaysian universities.
BR_3 The reviews and endorsements posted on social media
by current students at institutions in Malaysia are
reliable.
BR_4 My belief in Malaysian universities' academic
competence and faculty expertise has been effectively
reinforced by social media posts.
BR_5 I have faith in how Malaysian universities are
represented in social media content in terms of their
general standing and reputation.
BR_6 Considering how well-known Malaysian colleges are
in social media, I would suggest them to others.

3.8.3(e) Peer influence

Peer influence is the term for the effect that friends, acquaintances, or members of a social
group have on influencing a person's attitudes, beliefs, actions, and decision-making (Chung
et al., 2021). Peer influence has a significant impact on educational selections since
prospective students frequently ask their peers for advice and insights while they consider
their higher education alternatives (Bridges & Corballis 2023). Peers can provide helpful
knowledge, suggestions, and firsthand accounts about studying in Malaysian universities via
social media. When potential students come across suggestions, endorsements, and posts
from their peers extolling the virtues and advantages of attending a certain institution, this is
referred to as positive peer influence. Such peer-driven content not only confirms a
university's attractiveness, but it also builds a sense of relatability and trust, persuading
prospective students to take enrollment seriously (Saka, 2022). Negative peer pressure, on the
other hand, can discourage people from enrolling in a university if they get criticism or have
unpleasant experiences (Marino et al., 2020). Given the two-sided nature of peer influence, it
is crucial to understand how Chinese students' intentions regarding Malaysian universities are
influenced by their online contacts with their peers. Understanding the mechanisms via which
peer recommendations and experiences impact decision-making allows stakeholders to build
strategic strategies to successfully harness positive peer influence. Peer-generated content can
help higher education institutions in Malaysia stand out from the crowd, create a sense of
community and belonging among prospective students, and ultimately boost enrollment
numbers and the efficacy of social media marketing efforts. To measure this, 6 items in a 5-
point likert scale adapted from Siraj et al. (2021) will be deployed ranging from Strongly
disagree=1 to Strongly agree=5, the items are as follows:

Table 8; Measurement items for peer influence

Indicator Measurement statement Indicator

PE_1 My interest in attending universities in Malaysia is influenced Siraj et al.
by recommendations made on social media by my friends and (2021)
relatives.
PE_2 If my friends post nice comments and experiences about their
university experiences in Malaysia on social media, I could
think about applying there.
PE_3 Peer recommendations on social media have a big influence on
how I decide which higher education options to pursue.
PE_4 When it comes to choose an international university, I'm willing
to heed the recommendations and suggestions of my peers on
social media.
PE_5 My decision on educational opportunities in Malaysia is
influenced by the social media opinions of my friends and
family.
 PE_6 Before deciding to study in Malaysia, I ask for suggestions from
my classmates on social media.

3.8.3(f) Emotional appeal

The concept of emotional appeal focuses on how social media information about Malaysian
universities can elicit emotional reactions, which can have an impact on Chinese students'
intentions to enroll in these institutions. Utilizing emotional appeal in social media marketing
has the ability to create a strong and lasting connection with the audience because it is widely
known that emotions have a significant impact on decision-making processes (Al-thagaffi et
al., 2020). Positive or negative content that appeals to emotions can leave a lasting
impression and influence readers to adopt a particular point of view or take a particular
course of action (Selingo, 2020). A variety of tactics can be used to harness emotional appeal
in the context of potential Chinese students. One strategy entails weaving the individual
stories of students who have flourished or succeeded at Malaysian universities (Yuen et al.,
2020). These narratives provide a sense of realism and relatability, which strengthens an
emotional bond. Visual components, such as enthralling photos and movies showcasing the
energetic campus life, academic accomplishments, and cultural relationships, can also operate
as emotional engagement channels (Wang et al., 2021). Creating inspirational messages that
emphasize one's own development, aspirations, and chances can also arouse hope and
enthusiasm. Content published on social media might be more relatable and evocative if it
heavily features commonalities in terms of culture and experience. The purpose of this
research is to analyze the connection between the emotional appeal of social media posts and
the likelihood that Chinese students will enroll in universities in Malaysia. The objective is to
figure out how readers' decisions are influenced by the emotional details shared in online
tales. With this information in hand, stakeholders can launch social media marketing
campaigns with pinpoint accuracy, appealing to specific demographics and evoking powerful
emotional responses in the hopes of convincing prospective students to enroll at a university
in Malaysia. Organizations may make a big and enduring impression by appealing to
customers' emotions on their target audience and successfully direct their goals for higher
education. A 5-point likert scale adapted from Wang et al. (2020) will be deployed to
measure six items as illustrated below:
 Table 9; Measurement items for emotional appeal

Indicator Measurement statement Indicator

EA_1 Seeing what other students are doing at institutions in Wang et al.
Malaysia on social media makes me want to pack my bags (2020)
and go there right now.
EA_2 A sense of community and belonging among Malaysian
university students is fostered by online posts.
EA_3 I feel more motivated to pursue my education in Malaysia
after reading about it on social media.
EA_4 My desire to further my education is piqued by posts I see
on social media.
EA_5 Adventure and interest in Malaysia's rich cultural heritage
are stoked by online posts about the country.
EA_6 My decision to attend this school was heavily influenced
by the community's shared beliefs and aims on social
media.

3.8.3(g) University image

An educational institution's university image is made up of a variety of views, impressions,

and general reputation held by many stakeholders. It becomes clear how important it is to
promote and maintain a positive university image on social media (Chandra et al., 2019).
Universities can use social media platforms as dynamic showcases to promote their strengths,
interact with their audience, and create a unique brand. These platforms allow institutions to
reshape their brand in a way that appeals to potential students, including vivid portrayals of
campus life, sharing student testimonials, and community involvement (Manzoor et al.,
2021). This will be measured by a 5-point likert scale with six items adopted from Radiman
et al. (2019) displayed in the table below:
 Table 10; Measurement items for university image

Indicator Measurement statement Indicator

UI_1 Based on the information shared in social media posts, I Radiman et al.
have a favorable impression about Malaysian universities. (2019)
UI_2 Malaysian universities have a good online reputation,
which increases their attraction.
UI_3 I have been persuaded of the academic status and quality
of Malaysian universities by the social media material.
UI_4 Through social media, Malaysian universities are
marketed as desirable institutions of higher learning.
UI_5 As seen by the social media material, I am confident in
the placement and image of Malaysian universities as a
whole.
UI_6 I'm thinking about attending a university in Malaysia
because of the positive university image that social media
has presented.

3.8.4 Structure of the questionnaire

After identifying the items for each construct, all the elements were combined to form a
questionnaire. The front pages of the questionnaire will involve the cover page and a cover
letter explaining briefly what the research is trying to solve, the objectives of the and the
ethical considerations. This will be followed by the remaining questions tested in the research
model. To avoid confusion, definition for each construct will be provided to provide the
meaning of a particular construct. The questionnaire will be printed with a 12-point times
new roman font. It will take approximately 10-20 minutes for a respondent to complete the
questionnaire.
Cover letter: A cover letter will be attached to each questionnaire to explain the aim of the
study but also to point out the ethical considerations.

Section A: This section will include respondent demographic information such as age, sex
and education level. But also, in this section respondent will be asked on their experiences
using social media platforms.

Section B: This section will contain 5-point Likert scale of different number of items and
their constructs aimed at answering this study’s objectives.

3.9 Pre-testing

An essential step in creating a questionnaire for research purposes is pre-testing, often known
as pilot testing. It entails distributing a draft of the survey to a select group of people who
resemble the study's intended participants in terms of their shared traits (Kumari et al., 2020).
The primary purpose of pre-testing is to discover any issues with the questionnaire's layout,
wording, or instructions before the actual study begins. By soliciting participant input and
insights based on their experience with the draft questionnaire, researchers can find
ambiguities, evaluate the clarity of the questions, validate response options, review the
logical flow of the survey, and assess the overall user experience. (Cobens & Adams 2020).

Pre-testing the questionnaire gives researchers important insights into its usefulness, ensuring
that it is clear and objective and capable of gathering accurate and trustworthy data. The
procedure aids in perfecting the survey tool by making the necessary modifications in
response to participant comments (Ramdan, 2019). The quality of the final questionnaire is
enhanced through this iterative process, which contributes to the success of the research
endeavor as a whole. The questionnaire's validity and reliability will be tested by inviting six
experts from Chinese institutions.

Six experts will be asked to assess the validity and reliability of the interview processes and
questions, both formal and unstructured.

3.10 Final survey

A face-to-face survey will be used in data collection of this study. Face to face survey is a
type of data gathering that revolves around the interviewer and the respondent having in-
person conversations (Zhang & Plosnsky 2020). In this method, participants complete a
questionnaire in-person with a trained interviewer who records their responses. Individual
interviews are used to conduct these surveys, usually in settings like residences, public
places, or particular research locations. Face-to-face interviewing gives interviewers the
chance to get to know their subjects, provide clarification in real time, and modify their
strategy in response to the participants' reactions (Hessels, 2020). Interviewers might address
cultural quirks or language problems and use visual aids to improve comprehension. While
in-person surveys offer excellent chances for thorough responses and nuanced insights, they
can have drawbacks such increased costs and possible interviewer bias (Ambel et al., 2021).

Respondents will be asked to fill out questionnaires as part of a face-to-face survey for this
study, after being politely approached and informed of all the important details of the study,
including the ethical considerations, and given the option to leave at any time if they feel
uneasy, they will be asked to agree to participate. The same procedures will be adhered to
when conducting the interview.

3.11 Statistical analysis

The analysis of data is a crucial part of every research project, as it is via this step that new
insights are uncovered and conclusions are drawn. Data transformation involves reorganizing
information in preparation for analysis and begins with data cleansing to detect and correct
problems. Researchers can draw broader conclusions about the population from the sample
data using inferential analysis, whereas descriptive statistics are used to describe significant
traits. For this study the data will be coded and will be out in IBM statistical package and
secondly the software will run for the descriptive analysis of the data while the linkage of the
relationship between constructs will be conducted by using the same software (IBM SPSS).

3.11.1 Statistical analysis using SPSS

All data entry, data definition, and data preparation will be performed with IBM SPSS
software. IBM SPSS aids the researcher in data cleansing and identifying logical anomalies in
the dataset. All responses are coded before being converted into a data file. A few data
screening procedures were will be run to check the normalcy of the data, looking for things
like missing values, data input errors, and straight-lining blank responses.

Frequency analysis
Demographic information such as age, sex and usage of social media since they contain
categorical distribution, they will be analyzed using the frequency distribution to method to
point out their degree of occurrence.

Cross tabulation

A cross tab will be used to summarize categorical data, in this study, the crosstab analysis
will be run to display the data response patterns based on the social media and university
name and State in which the data might have been collected.

Descriptive analysis

The variables involved in the study will be analyzed for the maximum or minimum mean,
standard deviation and variance.

3.11.2 Statistical Analyses using Structural Equation Mode

Structural equation model will be used to depict the complex relationship between variables.
In this study partial least squared method ((PLS-SEM) will be deployed. Which will be well
applicable to this study compared to Covariance-based-Structural Equation Modelling (CB-
SEM) due to the justification explained below:

3.11.2 Justification of Using PLS-SEM

Partial least squared will be employed due to the following reasons:

 The techniques Studies of Complex Models with Latent Constructs: PLS-SEM is well
suited for such research. PLS-SEM provides a versatile framework for analyzing both
reflective and formative constructs, which is ideal for this research because it attempts
to investigate complex correlations between factors including social media
engagement, content relevancy, brand reputation, emotional appeal, and cultural
variations.
 PLS-SEM excels in both exploratory and predictive analysis, with the former
allowing researchers to find and test correlations without making any limiting
assumptions about the distribution of their data. PLS-SEM allows for a more
 experimental approach, which is especially useful given the dynamic nature of social
media marketing and its impact on prospective students' decisions to enroll in courses.
 PLS-SEM can handle lower sample numbers and non-normal data distributions with
relative ease. PLS-SEM's capacity to create credible estimates with fewer samples is
helpful in light of the possible scarcity of data pertaining to Chinese students within
the context of Malaysian universities.
 PLS-SEM is well-suited to research that places a premium on practical consequences
and actionable discoveries because of its focus on predictive relevance. Because of its
predictive power, PLS-SEM is a useful tool for informing the study's goal of
informing social media marketing tactics geared at Chinese students.
 Path Complexity and Model Flexibility: PLS-SEM allows for modeling of complex
interactions, including mediating and moderating effects, which are in line with the
aims of the investigation. Reflecting the complex nature of social media's impact on
enrollment decisions, the paradigm allows for the investigation of both direct and
indirect interactions between factors.
 To better fit the data at hand, researchers can use PLS-SEM's iterative model
refinement and change capabilities. The flexibility of PLS-SEM allows for the
introduction of fresh discoveries as the investigation into the factors influencing
enrollment decisions progresses.

3.11.3 Measurement model assessment

Internal coherence and dependability

Reliability of the indicator (outer loadings)

Consistent dependability

disparate validity

HTMT criterion
Figure, step by step procedure in the measurement model

The accuracy and veracity of the items are the main concerns in the first stage of the
procedure, sometimes referred to as the "Measurement System Assessment." The researchers
can move forward with testing the structural model if it is found that the measurement models
can satisfy all of the criteria outlined by (Hair et al., 2017). When it comes to measuring
things, reliability is determined by whether or not the items consistently measure the concepts
that they were supposed to test. In other words, if the items consistently measure the ideas
that they were designed to test, then they are reliable. However, an indicator item is regarded
as valid if it accurately measures the notion that it was designed to evaluate. For the purpose
of determining whether or not the measuring model that was utilized in this investigation fits
the criteria for reliability and validity, convergent and discriminant validity tests was carried
out on the model.

3.11.3 (a) Indicator Reliability (Outer loadings)

Indicator reliability is a statistic that is used in confirmatory factor analysis (CFA), which is
also known as outer loadings or factor loadings, to evaluate how an estimation model's
concealed factors and visible markers interact. Indicator reliability can also be referred to as
indicator validity. This metric also goes by the titles factor loadings and outer loadings in
some circles. The observed indicators are the measurable things that act as a stand-in for the
underlying latent variables that are the subject of the investigation within the context of the
CFA framework.

Every discernible sign is connected to a distinct hidden principle or idea that lies under the
surface. The dependability of the indicator, also known as the outer loading, is a
representation of the strength of this link.

Researchers utilize canonical correlation analysis (CFA) to investigate whether or not the
observable indicators accurately reflect the latent dimensions that they are intended to
evaluate. The factor loadings provide a quantitative assessment of the degree to which each
indicator contributes to the variation in the construct to which it is associated. This variation
is the findings of the interaction between the indicator and the construct. Standardized
regression coefficients, which are often referred to as factor loadings, can take any value from
minus one to plus one as their value.

A greater link between the indicator and the latent construct is reflected by higher factor
loadings in the analysis. This lends credence to the idea that the indicator is a more
trustworthy measure of that construct due to the improved link that exists between the
indicator and the latent construct. Lower factor loadings, on the other hand, are indicative of
weaker correlations, which shows that the indicator may not be a true picture of the
underlying construct. This idea is supported by the fact that lower factor loadings are
associated with weaker correlations.

When determining the validity of an indicator, researchers often consider a factor loading to
be strong if it falls above 0.7, moderate if it falls between 0.4 and 0.7, and weak if it falls
below 0.4. As a general rule, researchers use factor loadings that fall above 0.7.

The measure of dependability (outer loadings) in traditional correlation analysis (CFA)

assists in assessing the validity and caliber of the measurement model by assessing how well
the results of the signs represent the underlying components of interest. By evaluating how
well the observed indicators capture the underlying constructs, this is performed. In order to
do this, you must first assess how well the observable indicators capture the pertinent
underlying structures. The measurement framework and the data are more closely matched
when indicators have larger factor loadings since they are more likely to be trustworthy.

3.11.3 (b) Convergent validity

In the field of research, a concept known as convergent validity is utilized, most frequently in
relation to psychometrics and Confirmatory Factor Analysis (CFA). It is a type of validity
evaluation that focuses on identifying the degree to which a number of measurements or
indicators of the same underlying concept are related to one another or converge together.

Distinct indicators designed to assess the same concept yield results that are comparable to
one another. This type of validity is used to determine whether or not a test is valid. The
purpose of this exercise is to demonstrate that different indicators are assessing the same
overarching concept in a dependable and consistent manner.

When doing CFA or other studies that are conceptually comparable, Convergent legitimacy is
used by researchers to gauge how well the observable indicators are performing (for instance,
survey items) accurately represent and converge upon the latent construct that is of interest to
them. A high level of convergent validity indicates that the indicators are doing an excellent
job of capturing the essence of the construct, and as a result, they are offering a cohesive and
consistent picture of the phenomenon.

Convergent validity is an important aspect of measurement validity that ensures the indicators
employed in a research study are consistent in evaluating the same underlying idea. This
aspect of measurement validity ensures that a research study's results may be trusted. This is
accomplished by contrasting the outcomes of the various indicators with one another. The
proof that the indicators are reliable and accurate representations of the notion that is the
subject of the investigation is provided by a robust convergent validity.

The utilization of convergent validity in confirmatory factor analysis (CFA), which is utilized
to evaluate the accuracy of a measurement model, is yet another crucial component of CFA.
Convergent validity refers to the degree to which two or more measurement models provide
identical results. It determines the extent to which the observable indicators that are intended
to measure the same latent construct are, in fact, converging or are tightly connected to one
another. This can also be stated as the degree to which the indicators are correlated with one
another.

The factor loadings for each indicator provide insight into the degree to which there is a
connection between that indicator and the construct that it is intended to measure. It is vital,
when attempting to establish convergent validity, to confirm that each indicator possesses a
large and high factor loading on the construct to which it is being compared. Only then can
convergent validity be established. In general, factor loadings that are more than 0.7 are
considered to be strong and imply that the indicators converge well with their respective
latent constructs. This is because higher factor loadings indicate a closer relationship between
the indicators and the latent constructs.

A metric known as the Average Variance Extracted (AVE) measures the amount of variance
that is collected by the indicators in relation to their notion. The abbreviation AVE stands for
the phrase "Average Variance Extracted." Indicating the degree to which the indicators
converge or share variance with the concept that they are designed to measure is one way that
it accomplishes this goal. The convergent validity can be evaluated with the aid of this. In
general, AVE values that are greater than 0.5 are considered to be satisfactory. This is
because such values demonstrate that the indicators satisfactorily explain at least half of the
variance and provide evidence of convergent validity.

Convergent validity is an extremely important component that must be present in order to

ensure that the indicators provide reliable readings of the underlying construct. The existence
of a robust convergent validity can be inferred from the presence of high factor loadings as
well as AVE values that are more than 0.5. This demonstrates that the constructs that are
being measured by the measurement model are appropriately represented by the indicators.

3.11.3 (c) Discriminant validity

Discriminant analysis is a technique for testing a set of variables' ability to distinguish

between two or more classes using statistics. You can use it to research the most effective
marketing and promotion strategies for encouraging Chinese students to enroll in Malaysian
universities.We can make good use of it to assist you here. Partial least squares analysis
typically uses the Fornell-Larcker's criterion (Fornell and Larcker, 1981) or cross-loading to
assess discriminant validity. According to (Cheung & Wang, 2017), discriminant validity is
evidence that two metrics that aren't supposed to be related to one another aren't related at all.
Cross-loading occurs when all of the LVs have the same component score. There is no
possibility that the indicators could be employed in different designs if the loading of each
indication for its intended build is greater than the loading of any other build. This is so
because larger loadings increase the likelihood of success. Each LV's AVE should be bigger
than its highest squared correlation with any other LV, according to the Fornell-Larcker
criterion. Accordingly, each LV ought to exhibit greater variation with respect to its assigned
indicators than it does with respect to other LVs. A bootstrapping study was advised by
(Henseler et al., 2015) to determine whether the HTMT value is significantly different from
1.00. These ideas are in addition to those that have already been mentioned. According to the
specifics of the study, Franke and Sarstedt's (2019) research shows that the HTMT might be
assessed using a lower threshold value, such as 0.85 or 0.90.

3.11.4 Structural model estimates

After the measurement model has been established, the model of structure will be evaluated.
This step evaluated the model's capacity to foresee one or more target concepts (Hair et al.,
2017). Six (6) steps were suggested by Hair et al. (2017) for evaluating the structural model
in PLS-SEM. More information on these stages is provided in Figure 3.11.

Assessment for Collinearity issues

Assessment the significance and relevance of the

structural model relationships

Assessment the level of R2

Assessment the effect size (f2)

Assessment the predictive relevance Q2

Figure; step by step in the structural model

3.11.4 (a) Collinearity issues assessment

After examining the structural connections and figuring out the issues with collinearity, it was
found that the data did not contribute any bias into the regression's findings. The findings led
to the conclusion that was made. According to studies, if a predictor construct's VIF score is
greater than 5, there may be a considerable danger of collinearity issues. The variance
inflation factor governs this value. However, other studies, including those by Becker et al.
(2015) and Dijkstra & Henseler (2015), have shown that lower VIF values (between 3 and 5)
may also signify collinearity issues. The researcher should aim for a VIF value of three or
less in light of this. Purwanto (2021) asserts that one method for addressing the issue of
collinearity is to build models with a higher order and theoretical support. One of the
suggested tactics is this.

3.11.4 (a) Relationship between structural models

A bootstrapping method, a nonparametric test in PLS, will be used to obtain the results for
each path association in the model. This will be carried out as a step in the process of testing
the theory that underlies this investigation. The typical sample is replaced by one that has
undergone repeat random sampling in order to create a bootstrapped sample and achieve the
standard errors required for hypothesis testing (Hair et al. 2011). Chin (2010) recommended
using a bootstrapping approach with a total of 1,000 resamples. The t-statistics for each path
were generated using the bootstrapping tool included in the SmartPLS 3.0 program. These
statistics were then used to assess the significance threshold. The bootstrapping test was run
with a single tail and 1,000 subsamples, and the significance level was set at 0.05. The critical
values for the one-tailed test are 2.33 at the significance level of 1% (= 0.01), 1.645 at the
significance level of 5% (= 0.05), and 1.28 at the significance level of 10% (= 0.1), according
to the guidelines given by Memon, M. A., Cheah, J. H., Ramayah, T., Ting, H., Chuah, F.,
and Cham, T. H. (2019). Additionally, (Hair et al., 2021) discovered that substantial positive
correlations correlate with estimated route coefficient values that are closer to one, while
weaker relationships associated with values that are closer to zero.

3.11.4 (c) The determination coefficient (R2)

The coefficient of determination (R2) will then be used to evaluate the model's prediction
accuracy. To determine how well a model describes the data, look at its R2 score. This
coefficient, according to (Memon et al., 2019), determines what portion of the total variation
is attributable to each of the endogenous constructs. Rigdon (2012) asserts that a model's
capacity for in-sample prediction can also be gauged using the R2 value. In other words, the
coefficient of determination (R2), which might be between 0 and 1, represents the model's
capacity for prediction. The model has a higher prediction accuracy when its R2 value is
larger, according to (Hair et al., 2017). Another study found that an R2 value of 0.67
indicates good predictive strength, 0.333 indicates average predictive power, and 0.19
indicates weak predictive capability.

Effect's size (3.11.4 (d)

A predictive construct's influence on an endogenous construct is quantified by the f2 statistic.
According to Richad et al. (2019), it is crucial to discuss both the effect size, which indicates
how significant something is in the actual world, and the p-value, which indicates how
significant something is statistically. Cohen (1988) was the first to propose a method for
estimating the magnitude of an effect. The effect sizes are listed in Table 3.15 by Cohen
(1988). Small, medium, and large effect sizes are denoted by the numerals 0.02, 0.15, and
0.35, respectively.

3.11.4 (e) How applicable the forecast is (Q2)

The model's predictive power was assessed using the blindfolding technique (Q2). The
review process came to an end with this phase. Hair et al. recommended using this therapy in
their 2017 study. The unconscious method employs a strategy that makes use of previously
collected materials. In accordance with (Mukminin et al., 2020), "PLSSEM exhibits
predictive relevance" and "it can accurately predict the data points of indicators in reflective
measurement models of the endogenous construct and endogenous single-item constructs."
PLSSEM can reliably predict the data points of indicators in reflective measurement models
of the endogenous construct and endogenous single-item constructs. When Q2 is greater than
0, a model meets Fornell and Cha's (1994) criteria for sufficient predictive significance.

3.12 Concerns with morality

It is intended that a few ethical issues will be addressed on purpose as part of this study
before the survey is administered. This will be carried out to guarantee that the study's
findings are as accurate as feasible. To find out what the public are aware of, the next
measures will be taken.
Gathering information or facts: They will provide their informed consent before being
invited to participate in the survey study or having any of their data collected. This will be
place before any information from those folks is acquired. Before anyone is requested to
participate in the survey study, this will be done. This will take place prior to the participation
of any of the survey study participants. It will be made clear to everyone who participates in
the study that doing so is totally up to them and that they are free to stop participating at any
moment while the study is still in progress. All participants in the study will be informed of
this information. People will be informed that they are not required to believe that continuing
to participate in the study is a requirement for them. Two times once when they are
summoned to participate in the survey and once before they begin the actual survey
respondents will be requested to participate in the face-to-face survey. In other words,
respondents to the surveys will be required to provide a total of two responses.

Consent: the researcher will ensure that they are sufficiently informed about the information
that will be collected, why, the purpose of the survey, how they will participate in it, and how
the study will either directly or indirectly influence them. The study will carry out this before
requesting approval.

Sensitive details: We will pretend that none of the respondents took part in this survey in
order to maintain the confidentiality of the data collected. All participants' right to privacy
and the confidentiality of their data shall be protected as a basic principle. It is difficult to
resist asking the participants about their prior experiences because the goal of this study is to
determine how effectively a new piece of healthcare technology functions. Few requests for
private information will be made, but those that are will be reasonable. Additionally, we
always treat the information we collect with the highest confidentiality. The researcher will
not reveal the identities of the participants or any other private information about them in any
articles or books that arise out of this study.

distributing gifts

Before selecting whether or not to award each response, the researcher will give it a lot of
thought. To encourage more people to participate in a study, the majority of researchers
almost certainly offer both monetary and non-monetary incentives. Researchers want more
people to participate in study programs. According to Grant and Sugarman (2010), providing
incentives to participants in research is acceptable socially provided that the study adheres to
the ethical standards for doing research on humans. As long as the study complies with the
ethical guidelines for doing research on people, each participant in the in-person survey for
this study will get a modest gift as a thank-you for their time. This will be carried out as a
way of saying "thank you" for their generosity. This reward will be given to cover the
expenses respondents will incur during the study, such as the time they will devote to it and,
for some, the discomfort providing sensitive information may cause (Kimmel, 2001).
Participants will receive reimbursement for any study-related costs they incurred with this
award. More specifically, the time you must sacrifice to participate in this study will be one
of the costs that will be paid.

3.13 Chapter Summaries

We'll discuss the study's methodology and the methods used to test the hypotheses in this
chapter. Each of the hypotheses was thoroughly evaluated using the quantitative approach.
The model constructs employed in this study were developed based on previously conducted
research. The strategy and procedures used to get the information were also described. The
community was discussed, along with sample selection procedures and statistical techniques
applied to test the study's hypotheses. To ensure the validity and dependability of the study
tool, we conducted a preliminary test. The chapter concludes with a discussion of several
ethical concerns and circumstances.
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