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ERIC Number: ED554292
Record Type: Non-Journal
Publication Date: 2013
Pages: 109
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-3031-7306-6
The Effectiveness of Twitter as a Communication Tool in College Recruitment
Kelly, Karen Jean
ProQuest LLC, Ed.D. Dissertation, Texas A&M University - Kingsville
Although some colleges are making progress in integrating new technology into their recruitment practices, many still lack an understanding of how to utilize modern communication tools, including social media sites such as Twitter, effectively. This study explored whether there is a relationship between Twitter usage and recruitment at U.S. colleges/universities and if there are differences in perceptions of the effectiveness of the medium as a communication tool and a recruitment tool. The study was a non-experimental, descriptive survey design that sought to explore perceptions and make generalizations. The participants came from two separate samples: Twitter users and members of an electronic mailing list for EDTECH. Quantitative data were collected using a survey developed for the study and analyzed using a factorial ANOVA, a t-test, one-way ANOVAs and a Pearson correlation. Overall, results indicate that Twitter is being utilized minimally to receive admission information from colleges/universities but there is a relationship between number of tweets per week and Twitter usage for college/university recruitment as measured by the number of college/university admission offices followed on Twitter. The results may help college admission offices better utilize Twitter to communicate with users as suggestions are given on how to more effectively market the medium to those interested in receiving admission information. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A