Graduate Program
College Student Affairs
Degree Name
Master of Science (MS)
Semester of Degree Completion
2012
Thesis Director
Richard L. Roberts
Thesis Committee Member
James A. Wallace
Thesis Committee Member
Brenda Major
Abstract
This qualitative study explored the use of social media as a tool to recruit prospective college students. Social media was defined as any electronic media that serves as a networking tool with the ability to educate prospective and current college students about an institution of higher education (i.e. Twitter, Facebook, Blogs, etc.). The researcher met with two focus groups comprised of current college students to discuss their use of social media during their college search process.
Recommendations were developed for student affairs professionals and for future research. General themes and categories from participant responses were evaluated. The findings suggest that social media is present during all stages of the search process and professionals should consider what tools work best for them and how to best utilize social media in their marketing plans.
Recommended Citation
Cooper, Ashley Nicole, "Technology Mediated Recruitment: An Exploration of How Students Used Social Media to Choose College" (2012). Masters Theses. 773.
https://thekeep.eiu.edu/theses/773
Included in
Higher Education Administration Commons, Social Media Commons, Student Counseling and Personnel Services Commons
