A netnography of international students studying in the UK: Leveraging social capital to enhance employability

Abstract

This study utilises a netnography approach to investigate the perceptions of employability and social capital among Indian and other international students and prospective students. There is a strong relationship and understanding between the UK and India who both place great emphasis on the value of University study and studying abroad. Both countries have high quality Universities and value the idea of cultural and international exchange of staff and students. Whilst there are a range of studies regarding international students, little is known about international students and their perceptions and motivations for studying abroad with regards to employability. Employment and seeking further opportunity are generally a considerable motivator for students wishing to study abroad and Indian students are no exception. In recent years, changes from the UK government to Visa and post study work rules have had positive and negative effects to student’s employability, networks and mobility. Furthermore, the rise of Artificial Intelligence and other disruptive technologies has also challenged what we know about the job market. The concept of widening one's network is also seen as critical to finding and securing skilled and desirable jobs. The concept of social capital and building relationships is seen as critical in many cultures. By incorporating social capital theory, our research focuses on bonding, bridging, and linking social capital. The primary research question addresses the perceptions and influences of Indian students regarding employability through social media research using a netnography approach. Social media influencers are also ever present on platforms and sometimes influence students in their perceptions of employability and study abroad. We also highlight the role of social capital in connecting these influencers with the students.