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

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 usergenerated content to increase brand visibility and influence prospective students' decisions.