Presentation Title

Social Media and its Influence on Master’s Program Enrollment: A Look at Prospective MPA Students

Faculty Mentor

Dana Baker

Start Date

23-11-2019 9:30 AM

End Date

23-11-2019 9:45 AM

Location

Markstein 301

Session

oral 1

Type of Presentation

Oral Talk

Subject Area

business_economics_public_administration

Abstract

With every passing year, more people are becoming digitally literate and engaging with social media in countless ways leading to a more connected and more influenced world. Many marketing strategies have emerged to engage potential customers with their product in the hopes of influencing the potential consumer’s behavior to make a favorable decision for a product. The same principle applies to universities and prospective student’s enrollment decisions in graduate programs in public administration. How much observable influence does the quality and quantity of content present on leading social media pages operated by universities play in enrollment patterns at the graduate level, specifically in MPA programs in the United States? This research provides suggestions for universities who operate or are considering operating social media accounts to try and influence prospective students to enroll in their program. Universities and graduate programs will potentially be able to use the information gathered to make significant decisions in their enrollment management programs.

This document is currently not available here.

Share

COinS
 
Nov 23rd, 9:30 AM Nov 23rd, 9:45 AM

Social Media and its Influence on Master’s Program Enrollment: A Look at Prospective MPA Students

Markstein 301

With every passing year, more people are becoming digitally literate and engaging with social media in countless ways leading to a more connected and more influenced world. Many marketing strategies have emerged to engage potential customers with their product in the hopes of influencing the potential consumer’s behavior to make a favorable decision for a product. The same principle applies to universities and prospective student’s enrollment decisions in graduate programs in public administration. How much observable influence does the quality and quantity of content present on leading social media pages operated by universities play in enrollment patterns at the graduate level, specifically in MPA programs in the United States? This research provides suggestions for universities who operate or are considering operating social media accounts to try and influence prospective students to enroll in their program. Universities and graduate programs will potentially be able to use the information gathered to make significant decisions in their enrollment management programs.