Keywords
Big Data Management and Application
Undergraduate college choice
Student decision-making behavior
Chinese higher education
Submitted : 2024-09-22
Accepted : 2024-10-07
Published : 2024-10-22
Abstract
This study aims to investigate the influence of social media on college choice among undergraduates majoring in Big Data Management and Application in China. The study attempts to reveal how information on social media platforms such as Weibo, WeChat, and Zhihu influences the cognition and choice process of prospective students. By employing an online quantitative survey questionnaire, data were collected from the 2022 and 2023 classes of new students majoring in Big Data Management and Application at Guilin University of Electronic Technology. The aim was to evaluate the role of social media in their college choice process and understand the features and information that most attract prospective students. Social media has become a key factor influencing the college choice decision-making of undergraduates majoring in Big Data Management and Application in China. Students tend to obtain school information through social media platforms and use this information as an important reference in their decision-making process. Higher education institutions should strengthen their social media information dissemination, providing accurate, timely, and attractive information. It is also necessary to ensure effective management of social media platforms, maintain a positive reputation for the school on social media, and increase the interest and trust of prospective students. Simultaneously, educational decision-makers should consider incorporating social media analysis into their recruitment strategies to better attract new student enrollment. This study provides a new perspective for understanding higher education choice behavior in the digital age, particularly by revealing the importance of social media in the educational decision-making process. This has important practical and theoretical implications for higher education institutions, policymakers, and social media platform operators.
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