Exploring factors affecting Chinese students studying abroad: social media analytics during and after COVID-19

Purpose This study examines how the sentiments and perceptions of Chinese students studying abroad evolved during and after the COVID-19 pandemic. Drawing on social media data, the study identifies key factors related to educational choice, vocational preparation and transitions into employment. Design/methodology/approach This study analyzed nearly 95,000 Weibo posts related to studying abroad and COVID-19. Computational data mining methods, including sentiment analysis and topic modeling, were employed to identify key themes and emotional patterns among Chinese students considering studying abroad. The Granger causality test was utilized to explore the relationships between COVID-19 case numbers and sentiment scores. Findings Results revealed that policy factors, health considerations and future development concerns related to degree recognition, graduate employability, salary expectations, job stability and career competitiveness are critical issues affecting Chinese students’ decisions to study abroad. These concerns persist beyond the immediate impacts of the pandemic. Originality/value By applying social media analytics to real-time public discourse, this study offers a data-driven approach to understanding the evolving concerns of Chinese students in the context of international education during and after a global pandemic. The findings provide evidence for educational institutions, policymakers and other stakeholders seeking to develop responsive strategies and strengthen support services for Chinese students studying abroad.