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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs
Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs
Graduate Theses and Dissertations
Historically, institutions of higher education (IHE) have been cautious and slow in making changes. Yet in today’s fast-paced and dynamic world of content availability and information flow generated by 24-hour news cycles and the ubiquity of social media present a challenging reality for colleges and universities in their public relations and communications approaches (Sands & Smith, 2000). Creating a harmonious and agile approach to managing these responsibilities against the backdrop of an incessant flow and public demand for information, including responses to national events often with seemingly little or no connection to the institution, suggested a need to examine the …
Preferred Methods Of Communication Of Millennial Alumni Of The University Of Arkansas’ Agricultural Education, Communications And Technology Department And The Impact Of Brand Community On Potential Philanthropy, Wells William Clark
Graduate Theses and Dissertations
Higher education institutions depend upon alumni support (Gaier, 2005). Understanding how those institutions communicate with alumni about methods of financial giving is necessary in securing their support. The concept of brand community, an idea formed through social relationships amongst consumers of a common brand, regardless of location, who acknowledge their overlapping interests and share traditions and a sense of duty related to the brand (McAlexander et al., 2006; Muniz & O’Guinn, 2001), can contribute to desired behaviors such as donations and engagement in alumni groups. Exploration of this concept was conducted in relation to young alumni (those graduating from 2008-2018).The …