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Marketing Using Social Media: An Analysis of Course Enrollment Data following a Social Media Campaign.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing Using Social Media: An Analysis of Course Enrollment Data following a Social Media Campaign./
Author:	Merritt, Jeffrey L.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	93 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-02, Section: A.
Contained By:	Dissertations Abstracts International83-02A.
Subject:	Community college education. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28549498
ISBN:	9798522945190

Marketing Using Social Media: An Analysis of Course Enrollment Data following a Social Media Campaign.
Merritt, Jeffrey L.

Marketing Using Social Media: An Analysis of Course Enrollment Data following a Social Media Campaign. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 93 p.

Source: Dissertations Abstracts International, Volume: 83-02, Section: A.

Thesis (Ed.D.)--Wingate University, 2021.

This item must not be sold to any third party vendors.

This quantitative research study sought to determine the impact social media advertising had on 15 community college courses. The enrollment data was collected from these 15 courses after they had been advertised using social media, and it was compared to the enrollment data for these same courses when they were offered in 2020. The social media platforms used in this study were Facebook, Twitter, Instagram, and LinkedIn. Using an independent t-test, it was determined there was no significant difference in enrollment between courses offered with the help of social media advertising and those same courses when they were offered in 2020 without the use of social media advertising. However, the level of significance was so small, that a closer look at each course's data was justified to determine if there were any identifying trends that could be beneficial to the instructional supervisors who are responsible for these courses. The results of this study indicated that the effectiveness of using a social media campaign to advertise higher education courses is dependent on the type of courses being advertised. Future research on the effectiveness of social media advertising higher education courses should focus on a specific category of courses. Only two of the 15 courses in this study had to be canceled due to low enrollment.

ISBN: 9798522945190Subjects--Topical Terms:

2122836
Community college education.
Subjects--Index Terms:

Quantitative data

Marketing Using Social Media: An Analysis of Course Enrollment Data following a Social Media Campaign.
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