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College Students' Use of Digital and...

Bodine, Kelly M.

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College Students' Use of Digital and Traditional Media: Uses and Gratifications Approach.

Record Type:	Electronic resources : Monograph/item
Title/Author:	College Students' Use of Digital and Traditional Media: Uses and Gratifications Approach./
Author:	Bodine, Kelly M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	32 p.
Notes:	Source: Masters Abstracts International, Volume: 57-06.
Contained By:	Masters Abstracts International57-06(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10817112
ISBN:	9780355942002

College Students' Use of Digital and Traditional Media: Uses and Gratifications Approach.
Bodine, Kelly M.

College Students' Use of Digital and Traditional Media: Uses and Gratifications Approach. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 32 p.

Source: Masters Abstracts International, Volume: 57-06.

Thesis (M.S.)--Rochester Institute of Technology, 2018.

In the higher education field marketers need to better understand how to keep abreast with the trends of their current and future audiences. With ever-evolving technologies, students' have multiple methods in which to acquire campus related information. The aims of this study were to discover what communication methodologies students employ when learning about campus information and what methodologies they employ when actively searching. Based on a uses and gratifications framework, this study involved conducting an online survey to compare college students' use and level of influence from traditional or digital media marketing. The findings of this study show that both past and present methods of marketing communications' are utilized to search for information, with different intentions on each. This survey specifically explored the use of media among the student population at the Rochester Institute of Technology.

ISBN: 9780355942002Subjects--Topical Terms:

2144804
Mass communication.

College Students' Use of Digital and Traditional Media: Uses and Gratifications Approach.
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