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Social Media Marketing and College C...

Howell, Candace G.

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Social Media Marketing and College Choice: A Phenomenological Study.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social Media Marketing and College Choice: A Phenomenological Study./
作者:	Howell, Candace G.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	159 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-08, Section: A.
Contained By:	Dissertations Abstracts International80-08A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13427349
ISBN:	9780438831872

Social Media Marketing and College Choice: A Phenomenological Study.
Howell, Candace G.

Social Media Marketing and College Choice: A Phenomenological Study. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 159 p.

Source: Dissertations Abstracts International, Volume: 80-08, Section: A.

Thesis (D.B.A.)--Northcentral University, 2019.

This item must not be sold to any third party vendors.

The field of higher education marketing continues to grow, evolve, and change. Higher education marketing professionals remain uncertain about how 18-year-old high school students are influenced by SMM when making college choice decisions. To effectively market to incoming students it is imperative to understand their lived experiences. Understanding the needs of the higher education consumer is critical to successfully market to them. The lived experiences of 18-year-old high school seniors using social media were explored in this study to see how these experiences may have influenced their college choice decision-making process in this phenomenological study. Two theories framed this study: the theory of planned behavior and the social impact theory. Twenty-three 18-year-old high school students were invited to participate in this study. These high school students responded to semi-structured questions in face-to-face interviews and shared lived experiences using social media. Transcribed interview data was uploaded to a qualitative data analysis software and coded to produce thematic reduction. There were three emergent themes in the findings for this study including 18-year-old high school seniors (a) preferred to research colleges using social media; (b) used social media to look for specific college components; and (c) favored some social media platforms over others. Two emergent themes emerged from the data; 18-year-old high school seniors valued social media as a research tool to investigate colleges and are looking for very specific college components within their searches on a variety of social media platforms. The implications for understanding how 18-year-old high school students use social media to research colleges will help higher education institution marketing professionals better position social media marketing campaigns to reach this incoming college population as well as accurately place media on platforms where this population prefers to engage maximizing marketing time and resources.

ISBN: 9780438831872Subjects--Topical Terms:

536353
Marketing.

Social Media Marketing and College Choice: A Phenomenological Study.
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