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Student Use Of Institutional Social Media, Hayley Elizabeth Hanger

Masters Theses

This study is a quantitative exploration of student use of their university's social media accounts at a mid-sized Midwestern institution. The survey was conducted via Qualtrics and was emailed to all undergraduate on-campus students. T-tests showed that differences in reason for use existed across gender, race, and first-generation status. Chi Square test results showed a statistically significant gap between the amount of White and non-White students following institutional social media accounts. Descriptive statistics also indicated that lack of awareness is the driving reason students do not follow institutional social media accounts. Recommendations were made to increase advertisement of social media …