東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Understanding the role of social med...

Thornton, Kimberly .K.

FindBook

Google Book

Amazon

博客來

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-電子資源 : 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.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	234 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-12(E), Section: A.
Contained By:	Dissertation Abstracts International78-12A(E).
標題:	Higher education administration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10644145
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. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 234 p.

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

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

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.

ISBN: 9780355170511Subjects--Topical Terms:

2122863
Higher education administration.

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:02628nmm a2200301 4500 001 2158065
005 20180608112134.5
008 190424s2017 ||||||||||||||||| ||eng d
020 $a 9780355170511
035 $a (MiAaPQ)AAI10644145
035 $a AAI10644145
040 $a MiAaPQ $c MiAaPQ
100 1 $a Thornton, Kimberly .K. $3 3345884
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.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2017
300 $a 234 p.
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.
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.
590 $a School code: 0109.
650 4 $a Higher education administration. $3 2122863
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
690 $a 0446
690 $a 0708
690 $a 0338
710 2 $a Louisiana Tech University. $3 1018729
773 0 $t Dissertation Abstracts International $g 78-12A(E).
790 $a 0109
791 $a Ed.D.
792 $a 2017
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10644145