國立虎尾科技大學 |

Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications./
Author:	Byrd, Allison R.
Description:	1 online resource (214 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-12, Section: A.
Contained By:	Dissertations Abstracts International85-12A.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9798382793849

Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications.
Byrd, Allison R.

Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications. - 1 online resource (214 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: A.

Thesis (Ph.D.)--University of Georgia, 2024.

Includes bibliographical references

Graduate students are often overlooked as a critical audience when universities strategically communicate scientific research, and few resources are traditionally dedicated to graduate student recruitment. Graduate students additionally possess a myriad of characteristics - including cultural - that contribute to their decision to enroll in a graduate program. Therefore, the purpose of this study was to explore the influence of prospective students' demographic, background, and cultural characteristics on their communication tool preferences when searching for graduate programs within a college of agriculture (COA). The study utilized an online survey to collect quantitative data from students at nine highly ranked COAs in the U.S. and operationalized audience segmentation, uses and gratifications theory, and Hofstede's cultural dimensions of collectivism/individualism (CI), power distance (PD), and uncertainty avoidance (UA). The first study found students utilize a variety of communication tools in their graduate program search, with department/program websites, graduate school websites, email communication, and faculty lab websites being the most prominent. Gender, age category, marital status, and degree sought had significant associations with students' use of communication tools. Levels of UA predicted students' use of graduate school and departmental websites, while PD levels predicted use of video calls. The second study found that during the graduate program search, students sought a sense of realism and the feeling of being at the university to be gratified on departmental/program websites, faculty lab websites, and social media. Individual-level cultural dimensions of CI, PD, and UA only accounted for a small amount of variance in the gratifications students sought. The third study examined gratifications obtained and frequency of use of communication tools, revealing the most frequently used were departmental and program websites, faculty lab websites, and graduate school websites. Frequency of use, CI, PD, and UA significantly predicted students' cognitive gratifications obtained on departmental sites. Frequency of use predicted cognitive and social integrative gratifications obtained from social media. Recommendations for future research and practical implications are discussed.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382793849Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

Agricultural graduate studentsIndex Terms--Genre/Form:

554714
Electronic books.

Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications.
LDR:03912ntm a22004337 4500 001 1146285
005 20240812064400.5
006 m o d
007 cr bn ---uuuuu
008 250605s2024 xx obm 000 0 eng d
020 $a 9798382793849
035 $a (MiAaPQ)AAI31141049
035 $a AAI31141049
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Byrd, Allison R. $3 1471647
245 1 0 $a Informing Science Communication to Recruit Graduate Students Using Cultural Dimensions, Audience Segmentation, and Uses and Gratifications.
264 0 $c 2024
300 $a 1 online resource (214 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 85-12, Section: A.
500 $a Advisor: Lamm, Alexa J.
502 $a Thesis (Ph.D.)--University of Georgia, 2024.
504 $a Includes bibliographical references
520 $a Graduate students are often overlooked as a critical audience when universities strategically communicate scientific research, and few resources are traditionally dedicated to graduate student recruitment. Graduate students additionally possess a myriad of characteristics - including cultural - that contribute to their decision to enroll in a graduate program. Therefore, the purpose of this study was to explore the influence of prospective students' demographic, background, and cultural characteristics on their communication tool preferences when searching for graduate programs within a college of agriculture (COA). The study utilized an online survey to collect quantitative data from students at nine highly ranked COAs in the U.S. and operationalized audience segmentation, uses and gratifications theory, and Hofstede's cultural dimensions of collectivism/individualism (CI), power distance (PD), and uncertainty avoidance (UA). The first study found students utilize a variety of communication tools in their graduate program search, with department/program websites, graduate school websites, email communication, and faculty lab websites being the most prominent. Gender, age category, marital status, and degree sought had significant associations with students' use of communication tools. Levels of UA predicted students' use of graduate school and departmental websites, while PD levels predicted use of video calls. The second study found that during the graduate program search, students sought a sense of realism and the feeling of being at the university to be gratified on departmental/program websites, faculty lab websites, and social media. Individual-level cultural dimensions of CI, PD, and UA only accounted for a small amount of variance in the gratifications students sought. The third study examined gratifications obtained and frequency of use of communication tools, revealing the most frequently used were departmental and program websites, faculty lab websites, and graduate school websites. Frequency of use, CI, PD, and UA significantly predicted students' cognitive gratifications obtained on departmental sites. Frequency of use predicted cognitive and social integrative gratifications obtained from social media. Recommendations for future research and practical implications are discussed.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Agricultural education. $3 1179710
650 4 $a Higher education. $3 1148448
650 4 $a Educational evaluation. $3 555501
650 4 $a Higher education administration. $3 1148709
653 $a Agricultural graduate students
653 $a Audience segmentation
653 $a Cultural dimensions theory
653 $a Graduate student communication
653 $a Graduate student recruitment
653 $a Uses and gratifications theory
655 7 $a Electronic books. $2 local $3 554714
690 $a 0517
690 $a 0459
690 $a 0443
690 $a 0745
690 $a 0446
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a University of Georgia. $b Agricultural Leadership, Education and Communication - PhD. $3 1471648
773 0 $t Dissertations Abstracts International $g 85-12A.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31141049 $z click for full text (PQDT)