Paper Title
Impact of Relevant News and Empathy of Social Media on Students’ Enrolment in Private Universities in Vietnam

Abstract
Recent research has highlighted the importance of social media on student enrolment in privatehigher education in Vietnam. The literature also has shown a need for additional research on dimensions of social media, which includes relevant news and empathy. However, until now, very limited research has been done on the impact these dimensions of social media have had regarding students’ perceived value and risk which finally led to students’ decisions to enroll. Drawing from the existing literature, this study strived to investigate this issue by collecting 415 structured questionnaires from first-year degree students in three private universities of Vietnam (UEF University, HUTECH University, and HOA SEN University. Data collection was adopted the convenient sampling technique and data obtained were analyzed using linear regressions.The findings revealed that relevant news in social media has a strong negative impact on students’ perceived risk. Moreover, empathy in social media has a strong positive impact on hedonic value. The results also confirm that perceived risk has a much stronger impact on students’ enrolment than hedonic value. Keywords - Relevant News, Empathy, Social Media, Student Enrolment, Private University