國立虎尾科技大學 |

Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies./
作者:	Thornton, Kimberly .K.
面頁冊數:	1 online resource (234 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
標題:	Higher education administration. -
電子資源:	click for full text (PQDT)
ISBN:	9780355170511

Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies.
Thornton, Kimberly .K.

Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies. - 1 online resource (234 pages)

Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.

Thesis (Ed.D.)--Louisiana Tech University, 2017.

Includes bibliographical references

With decreasing state funds, a sluggish economy, and increased competition, universities are finding new ways to recruit prospective students to their institutions (Campbell, 2013; Sandlin & Pena, 2014). One way to create relationships and recruit prospective students to a university is through the use of social media platforms (Han, 2014; Joly, 2016). The purpose of this study, using the theoretical framework of Perna's (2006) Conceptual College Choice model, was to understand how social media impacted student college choice process by analyzing how universities used social media sites to market their universities to prospective students using the qualitative method of content analysis. Sixteen universities, based on the size and setting classification of the Carnegie Classification of Institutions of Higher Education (n.d.), were chosen. Their official social media accounts were analyzed during a seven-day period in the month of October of 2016. The results found all universities were active on at least Facebook and Twitter; however, prospective students were using Instagram, Snapchat, and YouTube more frequently, thus a majority of the universities studied were missing the opportunity to connect on the students' social media platforms of choice, which could impact enrollment numbers. The use of popular hashtags and the type of content posted to the university's social media sites also impacted the number of likes, shares, and comments made by prospective students. The limitation of the study included the use of a stratified purposeful sample and the difficulty of determining profile statuses.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355170511Subjects--Topical Terms:

1148709
Higher education administration.
Index Terms--Genre/Form:

554714
Electronic books.

Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies.
LDR:02841ntm a2200325K 4500 001 912582
005 20180608112134.5
006 m o u
007 cr mn||||a|a||
008 190606s2017 xx obm 000 0 eng d
020 $a 9780355170511
035 $a (MiAaPQ)AAI10644145
035 $a AAI10644145
040 $a MiAaPQ $b eng $c MiAaPQ
100 1 $a Thornton, Kimberly .K. $3 1185011
245 1 0 $a Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies.
264 0 $c 2017
300 $a 1 online resource (234 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: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
500 $a Adviser: Bryan McCoy.
502 $a Thesis (Ed.D.)--Louisiana Tech University, 2017.
504 $a Includes bibliographical references
520 $a With decreasing state funds, a sluggish economy, and increased competition, universities are finding new ways to recruit prospective students to their institutions (Campbell, 2013; Sandlin & Pena, 2014). One way to create relationships and recruit prospective students to a university is through the use of social media platforms (Han, 2014; Joly, 2016). The purpose of this study, using the theoretical framework of Perna's (2006) Conceptual College Choice model, was to understand how social media impacted student college choice process by analyzing how universities used social media sites to market their universities to prospective students using the qualitative method of content analysis. Sixteen universities, based on the size and setting classification of the Carnegie Classification of Institutions of Higher Education (n.d.), were chosen. Their official social media accounts were analyzed during a seven-day period in the month of October of 2016. The results found all universities were active on at least Facebook and Twitter; however, prospective students were using Instagram, Snapchat, and YouTube more frequently, thus a majority of the universities studied were missing the opportunity to connect on the students' social media platforms of choice, which could impact enrollment numbers. The use of popular hashtags and the type of content posted to the university's social media sites also impacted the number of likes, shares, and comments made by prospective students. The limitation of the study included the use of a stratified purposeful sample and the difficulty of determining profile statuses.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Higher education administration. $3 1148709
650 4 $a Mass communication. $3 1179310
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0446
690 $a 0708
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Louisiana Tech University. $3 1182347
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10644145 $z click for full text (PQDT)