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Social Media: A Study of its Use in Higher Education.

机译：社交媒体：在高等教育中的应用研究。

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摘要

Social media has changed both the way in which institutions of higher education and their brands interact with their potential students and their communities. The theoretical foundation for this study examined social exchange and social learning theories. The key topics involving the theoretical framework entail social media in higher education, the value of using social media platforms, applications, recruitment tool, and the use and types of social media by students. This study furthered the research on the use of social media in the college environment. It was not known how institutions of higher education in Arizona used social media to interact or connect with college students. The purpose of this interpretive qualitative research study was to explore how institutions of higher education in Arizona use social media to interact or connect with college students. The central research question this study sought to understand was how do institutions of higher education in Arizona use social media to connect or interact with college students. A questionnaire, interview, and documents were used to collect data. A sample was taken from the 90 postsecondary institutions focusing on only the 40 regionally accredited two and four-year postsecondary institutions in the State of Arizona. Once the data were collected, they were coded using several themes: types of social media being used by the institution, uses of social media, and the benefits of using social media. It was determined that social media did play a major role in how colleges and universities in Arizona connect and interact with college students.;Keywords: Social Media, Institutions of Higher Education, Marketing, Recruitment, Student Engagement.
机译：社交媒体已经改变了高等教育机构及其品牌与潜在学生和社区互动的方式。这项研究的理论基础考察了社会交流和社会学习理论。涉及理论框架的关键主题包括高等教育中的社交媒体，使用社交媒体平台的价值，应用程序，招聘工具以及学生对社交媒体的使用和类型。该研究进一步研究了大学环境中社交媒体的使用。不知道亚利桑那州的高等教育机构如何利用社交媒体与大学生互动或联系。这项解释性定性研究的目的是探讨亚利桑那州的高等教育机构如何利用社交媒体与大学生互动或联系。这项研究试图理解的主要研究问题是亚利桑那州的高等教育机构如何利用社交媒体与大学生建立联系或互动。问卷，访谈和文件被用来收集数据。从亚利桑那州的90所专上院校中抽取了样本，重点仅是40个获得地区认可的两年制和四年制专上院校。收集数据后，将使用以下主题对代码进行编码：机构使用的社交媒体类型，社交媒体的使用以及使用社交媒体的好处。可以确定的是，社交媒体确实在亚利桑那州的大学与大学生之间建立联系和互动方面起着主要作用。关键词：社交媒体，高等教育机构，市场营销，招聘，学生参与。

著录项

  • 作者

    May, Travis.;

  • 作者单位

    Grand Canyon University.;

  • 授予单位 Grand Canyon University.;
  • 学科 Educational leadership.
  • 学位 Ed.D.
  • 年度 2015
  • 页码 177 p.
  • 总页数 177
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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