Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Education
Social Contagion's Impact On Decision-Making Among Millennial Parents Seeking A Christian School, Laura Alysson Farien
Social Contagion's Impact On Decision-Making Among Millennial Parents Seeking A Christian School, Laura Alysson Farien
Doctoral Dissertations and Projects
Connections in a social network influence people in both positive and negative ways (Christakis & Fowler, 2009), and this study describes how connections in a virtual network affect school choice decision-making in a market heavily saturated with school choice options. This is a qualitative ethnographic study of millennial parents who experience social contagion across online platforms. Participants have at least one child enrolled in a private school in Shelby County, Tennessee. Social contagion is what flows between participants in a social network and influences decision-making (Christakis & Fowler). This study examined influence as the specific social contagion impacting school choice …