Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Education
Social Media Engagement And Collegiate Recruitment: An Examination Of The Use Of Social Networks In The College Recruitment And Student Choice Processes, Corie M. Martin
Social Media Engagement And Collegiate Recruitment: An Examination Of The Use Of Social Networks In The College Recruitment And Student Choice Processes, Corie M. Martin
Dissertations
This research focused on the recruitment activities of higher education social media administrators and observed student interactions within institutional social media communities. The individual social media administrators interviewed for this qualitative case study shared their experiences using social media for prospective and admitted student outreach. More than 1800 social media comment threads from dozens of students at the five participating four-year institutions were observed during the yield period of the students’ college search processes. This research used Hossler and Gallagher’s Three Phase Model of Student College Choice, specifically the second of the three phases, the search phase, to explore student …