Social media and college choice

Includes bibliographical references (pages 153-161)As popularity in social media and technology increases so has the role of technology in the college admission process. There is a clear link between the technologies that are most used by admission offices and the technologies used by prospective college students, however what is not clear is why these are the most prevalent technologies (Lindbeck and Fodrey 2009). In-depth review of the literature also revealed that little systematic and rigorous research has been published regarding the use of technology in admissions or its impact on admission professionals and applicants (Finnegan, Webb, & Morris, 2007). Further, though admission departments all over the country are actively engaged with the use of technology including social media, few have confidence they are fully benefiting from its use (Lindbeck & Fodrey 2009). Using Chapman???s (1986) five-stage college choice model as the theoretical framework, the aim of this mixed methods study was to conduct an empirical analysis to ascertain how students used social media through each stage of the process. I conducted an analysis of first-time freshmen at a large comprehensive university as they reflected back on their college choice processes. I gathered survey data and conducted statistical analysis to determine statistically significant correlations between various student characteristics and their use of social media throughout the five stages of the college choice process. To explain findings from survey data, I conducted focus groups hear students' voices pertaining to why they used social media through each phase of the college choice process