The role of emotional intelligence in agenda setting: A study of social media

Abstract

Multiple studies were conducted to measure the effect of emotional intelligence (EI) with respect to Religion, Locality, Medium of Learning, Gender, Occupation, Family, Status, and so forth, however, investigating the role played by emotional intelligence in defusing the effect of agenda setting is rare. In this study, it is investigated whether EI has any role in defusing the agenda setting effect through social media. However, this study used the questionnaire to collect the 300 responses from universities students. The current study has employed the Statistical Package for the Social Sciences (SPSS) software to empirically evaluate the data by using independent sample t‐test which identifies that people with a high level of emotional intelligence defuses the effect of agenda setting and vice versa. Therefore, this study found that Social media influences the opinion of the common person. This research identified a key approach, that is, emotional intelligence that may take part in understanding how agenda setting through social media message can be avoided.