A Big data analysis to explore students’ behavior

Most studies dedicated to students' behavior do not fully meet the need to identify the motivations leading students to choose the university. Therefore, the work provides empirical evidence aimed at highlighting the factors influencing the students’ behavior in the choice of their university. To this end, a big data analysis was carried out with R, an open source statistical environment based on a programming language and a specific development environment for the statistical analysis of data. Data collection was performed by extracting Twitter posts published in English from anywhere in the world over a period of 5 months. The results of the analysis show that the factors that most influence the students’ behavior in choosing the university are training offer, infrastructure, work opportunities, prestige, and communication. The work presents theoretical and practical implications, contributing to the advancement of the state of the art related to the students' behavior and providing managerial insights for the elaboration of strategies that improve the attractiveness of universities