Emotional Intelligence and Social Media Site Experiences’ Effects on College Choice Behavior: The Mediating Role of Brand Attitude

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.