Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)

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Effects of Firm-generated Content and User-generated Content on Intention to Enroll Visual Communication Design Study Program

Authors
Brian Alvin Hananto1, *
1Universitas Pelita Harapan, Tangerang, Indonesia
*Corresponding author. Email: brian.hananto@uph.edu
Corresponding Author
Brian Alvin Hananto
Available Online 18 March 2026.
DOI
10.2991/978-94-6239-612-8_6How to use a DOI?
Keywords
Firm-generated content; User-generated content; Intention to enroll; Brand awareness; Visual Communication Design
Abstract

This study investigates the impact of Firm-Generated Content (FGC), User-Generated Content (UGC), brand awareness, and brand attitude on prospective students’ intention to enroll in the DKV X study program. A survey was conducted, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that FGC, UGC, and brand awareness significantly predict the intention to enroll. Additionally, brand awareness serves as a mediator in the relationship between UGC and intention to enroll. This study contributes to the literature by demonstrating the significant roles of FGC, UGC, and brand awareness in shaping students’ enrollment intentions. The findings also offer practical insights for educational institutions to enhance their marketing strategies by leveraging both official content and user-generated content to increase brand visibility and influence prospective students’ decisions.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
18 March 2026
ISBN
978-94-6239-612-8
ISSN
2667-128X
DOI
10.2991/978-94-6239-612-8_6How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Brian Alvin Hananto
PY  - 2026
DA  - 2026/03/18
TI  - Effects of Firm-generated Content and User-generated Content on Intention to Enroll Visual Communication Design Study Program
BT  - Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)
PB  - Atlantis Press
SP  - 59
EP  - 70
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6239-612-8_6
DO  - 10.2991/978-94-6239-612-8_6
ID  - Hananto2026
ER  -