Factors affecting effectiveness of public policy communication to university students in Vietnam: case study at the University of Finance and Accountancy

Abstract

This study aims to analyze factors affecting the effectiveness of public policy communication for university students through experimental research at two training facilities of the University of Finance and Accounting in Quang Ngai Province and Hue City. The study employed Cronbach's alpha testing method, exploratory factor analysis (EFA), and multivariate linear regression with survey data from 332 students using convenience sampling. The results identified four factors that have a positive impact on the effectiveness of public policy communication work, arranged in decreasing order of influence, including (1) communication team capacity, (2) media, (3) communication method, and (4) quality of communication content. At the same time, the results of the average analysis of independent samples showed that there were differences in the assessment of the effectiveness of public policy communication among student groups based on genders and academic years.