The effects of social media and gamification on prospective students' university choice perception

This study is about the effect of online social media and gamification on prospective student's university choice perceptions. University choice perception is very longstanding topic on research area. There are numerous study about university choice but these studies not include newly discussed topics such as online social media and gamification. In this study, our model based on Selin et al. [1] which is an extensive and up-to-date local study about university choice, but the difference is we examined that "Can we add 'online social media' as a new information source factor to the model?", and 'gamification' as a moderator factor. In this survey-driven study, we prepare a questionnaire based on Selin et al. [1] and we applied these online survey to Özyeğin University's new students who registered the university at 2012 because, in 2012, Özyeğin University published a Facebook Application "The Game of Your Life" which is a good example of gamification done by a university in Turkey. Our survey reached 304 students from 1264 students who registered the university at 2012. There is 41 students (17 percent of all participants) who played Özyeğin University's "The Game of Your Life" game.