Graduate Program
College Student Affairs
Degree Name
Master of Science (MS)
Semester of Degree Completion
Spring 2019
Thesis Director
Jon K. Coleman
Thesis Committee Member
N/A
Thesis Committee Member
Kelly P. Miller
Abstract
This study is a quantitative exploration of student use of their university's social media accounts at a mid-sized Midwestern institution. The survey was conducted via Qualtrics and was emailed to all undergraduate on-campus students. T-tests showed that differences in reason for use existed across gender, race, and first-generation status. Chi Square test results showed a statistically significant gap between the amount of White and non-White students following institutional social media accounts. Descriptive statistics also indicated that lack of awareness is the driving reason students do not follow institutional social media accounts. Recommendations were made to increase advertisement of social media accounts, increase presence on Snapchat, prioritize information sharing posts, and focus on engaging minoritized races on campus. Suggestions for future research include replication, researching students at different stages in the recruitment process, and further researching connecting with diverse students via social media.
Recommended Citation
Hanger, Hayley Elizabeth, "Student Use of Institutional Social Media" (2019). Masters Theses. 4400.
https://thekeep.eiu.edu/theses/4400
