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Community College Alumni Engagement: Exploring The Relationship Of Social Media To Alumni Giving, Amy Hall

Doctoral Dissertations and Projects

Community colleges have begun to rely more heavily on private funding sources like alumni donations to support their overall fiscal health. This correlational study tested the theory of planned behavior as it relates to level of engagement through social media for community college alumni and alumni giving behavior for Virginia’s community colleges. More specifically, it attempted to determine whether a relationship exists between alumni use of their alma mater’s Facebook page and engagement behaviors. Survey data were gathered from participating colleges and from a randomly drawn sample of alumni of Virginia’s 23 community colleges (N=4,100) using the Virginia Community College …