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Title: Emotional Intelligence and Social Media Site Experiences’ Effects on College Choice Behavior: The Mediating Role of Brand Attitude
Authors: Dang, Thi Thanh Minh
Le, Phuoc Cuu Long
Tran, Thi Thuy Trinh
Keywords: Social media site experiences
Emotional intelligence
choice behavior
brand attitude
Issue Date: Jul-2023
Publisher: Springer Nature
Abstract: This study examines how students use social networks to choose their universities, looking at the effects of online experience, Emotional intelligence, and brand attitude as a mediating variable. The postulated connections between emotional intelligence, social media site experiences, brand attitude, and decision-making have led to the construction of a model. Students who used to base their institution choice on information found on social networks comprised the 310 respondents to a study that was conducted. Utilizing a quantitative method, the findings show that the more pleasant a student's social media site experiences are, the more positive a student's opinion toward the social media site is, which affects the student's behavior when choosing a university. Also, it was revealed by the results that emotional intelligence influences students’ university decisions in a good way.
Description: Lecture Notes in Networks and Systems (LNNS, volume 734); CITA: Conference on Information Technology and its Applications; pp: 141-153.
ISBN: 978-3-031-36886-8
Appears in Collections:CITA 2023 (International)

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