Factors influencing university selection behavior among students in Da Nang City

University selection is a critical decision for prospective students and is influenced by multiple factors, including training quality, infrastructure, career prospects, tuition fees, scholarship policies, and notably, the institution’s brand recognition. While traditional in-person admission counseling events once played a central role, the trend has shifted toward online information-seeking behavior. Today’s students increasingly rely on digital platforms such as official university websites, social media, online communities, and alumni feedback to inform their choices. This shift highlights the urgent need for universities to develop dynamic and technology-driven admission strategies that effectively engage prospective students and enhance institutional visibility in the digital space.