The Influence of Social Media on the College Selection Process: Navigating Information, Perceptions, and Decision-Making in the Digital Age"
DOI:
https://doi.org/10.48047/vsdcwr76Keywords:
.Abstract
The accelerated proliferation of social media has fundamentally transformed the manner in which prospective students engage with the college selection process. This research examines the influence of social media platforms—such as Instagram, Facebook, Twitter, and TikTok—on shaping students’ perceptions, information acquisition methodologies, and decision-making behaviors concerning higher education institutions.
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References
Andrews, R., & Rapp, C. (2021). Social media and college choice: The role of Instagram and Facebook in shaping the perception of prospective students. Journal of Higher Education Marketing, 27(3), 105-119.
Bailey, C. T., & Thomas, K. S. (2020). Digital natives and higher education marketing: Leveraging social media to attract prospective students. Journal of Marketing for Higher Education, 30(2), 184-204.
Baumeister, R. F., & Leary, M. R. (2017). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological
Bulletin, 117(3), 497-529.
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