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The effectiveness of Twitter as a co...

Kelly, Karen Jean.

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The effectiveness of Twitter as a communication tool in college recruitment.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The effectiveness of Twitter as a communication tool in college recruitment./
Author:	Kelly, Karen Jean.
Description:	108 p.
Notes:	Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.
Contained By:	Dissertation Abstracts International74-10A(E).
Subject:	Education, Higher Education Administration. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3566310
ISBN:	9781303173066

The effectiveness of Twitter as a communication tool in college recruitment.
Kelly, Karen Jean.

The effectiveness of Twitter as a communication tool in college recruitment. - 108 p.

Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.

Thesis (Ed.D.)--Texas A&M University - Kingsville, 2013.

Although some colleges are making progress in integrating new technology into their recruitment practices, many still lack an understanding of how to utilize modern communication tools, including social media sites such as Twitter, effectively. This study explored whether there is a relationship between Twitter usage and recruitment at U.S. colleges/universities and if there are differences in perceptions of the effectiveness of the medium as a communication tool and a recruitment tool. The study was a non-experimental, descriptive survey design that sought to explore perceptions and make generalizations. The participants came from two separate samples: Twitter users and members of an electronic mailing list for EDTECH.

ISBN: 9781303173066Subjects--Topical Terms:

1669382
Education, Higher Education Administration.

The effectiveness of Twitter as a communication tool in college recruitment.
LDR:02362nam a2200301 4500 001 1962010
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020 $a 9781303173066
035 $a (MiAaPQ)AAI3566310
035 $a AAI3566310
040 $a MiAaPQ $c MiAaPQ
100 1 $a Kelly, Karen Jean. $3 2098024
245 1 4 $a The effectiveness of Twitter as a communication tool in college recruitment.
300 $a 108 p.
500 $a Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.
500 $a Adviser: Lori Kupczynski.
502 $a Thesis (Ed.D.)--Texas A&M University - Kingsville, 2013.
520 $a Although some colleges are making progress in integrating new technology into their recruitment practices, many still lack an understanding of how to utilize modern communication tools, including social media sites such as Twitter, effectively. This study explored whether there is a relationship between Twitter usage and recruitment at U.S. colleges/universities and if there are differences in perceptions of the effectiveness of the medium as a communication tool and a recruitment tool. The study was a non-experimental, descriptive survey design that sought to explore perceptions and make generalizations. The participants came from two separate samples: Twitter users and members of an electronic mailing list for EDTECH.
520 $a Quantitative data were collected using a survey developed for the study and analyzed using a factorial ANOVA, a t-test, one-way ANOVAs and a Pearson correlation. Overall, results indicate that Twitter is being utilized minimally to receive admission information from colleges/universities but there is a relationship between number of tweets per week and Twitter usage for college/university recruitment as measured by the number of college/university admission offices followed on Twitter. The results may help college admission offices better utilize Twitter to communicate with users as suggestions are given on how to more effectively market the medium to those interested in receiving admission information.
590 $a School code: 1187.
650 4 $a Education, Higher Education Administration. $3 1669382
650 4 $a Speech Communication. $3 1017408
650 4 $a Multimedia Communications. $3 1057801
690 $a 0446
690 $a 0459
690 $a 0558
710 2 $a Texas A&M University - Kingsville. $b Educational Leadership and Counseling Department. $3 2097998
773 0 $t Dissertation Abstracts International $g 74-10A(E).
790 $a 1187
791 $a Ed.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3566310