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

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Understanding the role of social media on a student's college choice process and the implications on a university's enrollment and marketing strategies./
Author:	Thornton, Kimberly .K.
Description:	1 online resource (234 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
Subject:	Higher education administration. -
Online resource:	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.
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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.
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300 $a 1 online resource (234 pages)
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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
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650 4 $a Marketing. $3 557931
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