EXAMINING THE INFLUENCE OF EMOTIONAL INTELLIGENCE ON DECISION-MAKING AMONG STUDENTS: THE MEDIATING EFFECT OF BRAND LOYALTY

Abstract

Purpose - This study investigates the intricate dynamics between elements of emotional intelligence (EEI)—self-awareness (SA), self-regulation (SR), motivation (M), empathy (E), and social skills (SS)—and their impact on Brand Loyalty (BL) and Decision-Making (DM) among university students. It aims to elucidate how these facets of EEI shape students' BL and influence their DM.

Design/methodology/approach - Employing a quantitative research design wherein data were collected through a survey administered to (n = 389) students at Karabük University, and the hypotheses were tested using the SPSS ver.26, alongside the Process macro ver. 4.2, developed by Andrew F. Hayes, facilitates the examination of the data.

Findings -The results reveal that M, E, and SS significantly enhance BL, indicating the crucial role these EEIs play in fostering a loyal student base. Contrarily, SA and SR showed a less significant direct impact on BL. Furthermore, BL was found to mediate the relationship between all five EEI and DM, underscoring the pivotal role of EEI in students' DM.

Research limitations/implications - The study's primary limitation is its focus on a university student population, which may restrict the generalizability of the findings. Future research should extend to diverse demographic groups and incorporate longitudinal designs to affirm causality and elucidate EEI, BL, and DM dynamics.

Originality/value - This research contributes to the emergent discourse on the intersection of emotional intelligence and student behavior, particularly in the context of BL and DM. It offers novel insights into the mediated role of BL within the EEI and DM nexus, providing valuable implications for brand managers and marketers in developing strategies that resonate with the emotional and psychological dimensions of student or consumer behavior.