A Study of the Effect of Social Support on College Students' E-Brand Favourability

The evaluation of favourability is a complex decision-making behaviour that is susceptible to a variety of factors. What factors influence College students' e-brand favourability? Based on social cognitive theory and social support theory, we observe the factors of social support, mass media, Official Corporate Media, self-media, and self-efficacy on College students' e-brand favourability. In this study, data were collected through questionnaires. SPSS26.0, AMOS26.0 and Stata17.0 were used to test the relationship between the above factors and favourability evaluation. The results show that social support has a significant positive effect on College students' e-brand favourability; self-efficacy between social support and College students' e-brand favourability mediated; Official Corporate Media mediated between social support and College students' e-brand favourability. mass media and self-media directly influenced College students' e- brand favourability.