Attitudes of International University Students Toward the Social Marketing Mix

Abstract

This research had two primary objectives: (1) to examine the level of attitudes among international university students toward the social marketing mix, and (2) to compare differences in these attitudes based on personal factors such as gender, age, program of study, year level, and faculty affiliation. The study sample consisted of 297 students from an international university located in Saraburi Province. Data were collected using a questionnaire, which demonstrated high reliability with a Cronbach’s alpha coefficient of .96. The data analysis employed both descriptive statistics and inferential tests, including t-tests and one-way ANOVA. The findings indicated that, overall, students held a generally positive attitude toward the social marketing mix (x ̅ = 3.79, S.D. = .69). Among the four elements, promotion was rated the highest in importance, followed by pricing, distribution channels, and product. When comparing attitudes across personal factors, statistically significant differences were found based on gender and program of study. Female students and those enrolled in Thai-language programs expressed stronger attitudes toward the social marketing mix than their counterparts. However, no significant differences were observed concerning age or year of study, except in certain areas. For instance, promotional strategies showed variation by year level, while attitudes toward product, pricing, and distribution channels differed across faculties. The results suggest that the social marketing mix continues to play a crucial role in shaping student attitudes—particularly promotional strategies, which align well with the interests and behavioral patterns of youth in the digital era. University administrators, marketers, and social project managers may find these insights valuable in designing targeted policies or initiatives that effectively address student needs and encourage greater social engagement.