School choice considerations and the role of social media as perceived by computing students: Evidence from one University in Manila

Abstract This descriptive study utilized a validated questionnaire that gathered datafrom freshmen of two different school years. Demographic profile, marketers (i.e.,source of information of students about the school), influencers (i.e., significant othersthat persuaded them to enroll in the school), level of school choice, and level ofconsideration in deciding to enroll in the university in terms of different institutionalimage indicators were gathered from the two sets of respondents. The study aimed todetermine whether there were similarities and differences in the data collected from therespondents. It was revealed that there were similarities and differences in the data interms of demographic profile, marketers, influencers, level of school choice, and levelof consideration in deciding to enroll in the university. Thus, the first null hypothesisstating that there is no significant difference in the level of consideration of the previousand current freshmen in terms of level of preference was rejected. The second nullhypothesis stating that there is no significant difference in the level of consideration ofthe previous and current freshmen in deciding to enroll in the two Universities in termsof the institutional image indicators was partially rejected. It was also revealed thatsocial media served as popular and effective marketers. However, its influence topersuade the respondents to enroll in a school was minimal. Recommendations werealso presented.20 Halama