Social and Behavioral Sciences Commons^™

The Development, Implementation, And Evaluation Of An Evidence-Based Social Media Campaign Designed To Enhance Social Connectedness For First-Year University Students, Julie Vo

Electronic Thesis and Dissertation Repository

The primary purpose of this study was to develop, implement, and evaluate the feasibility of a 10-week, evidence-based social media campaign (“iBelong@Western”) targeting the social connectedness of first-year university students (n = 30; M_age = 18.5, SD = 4.9) in London, Ontario. The secondary purpose was to explore participant perceptions of the campaign and its impact on social connectedness. Developed over a 3-month period using evidence-based approaches (e.g., participatory action research, SMILE framework), the campaign was implemented from March-May, 2023. Feasibility was assessed using social media analytics and data from one semi-structured interview; participant perceptions were explored using …