Campus Location

Dallas Campus (Online)

Date of Award


Document Type



Organizational Leadership

Degree Name

Doctor of Education

Committee Chair or Primary Advisor

Andrew Lumpe

Second Committee Member or Secondary Advisor

C. Dean Campbell

Third Committee Member or Committee Reader

Jason Morris


The purpose of this qualitative study was to understand how prospective first-time-in-college minority students from a university in the southwestern part of the United States use social media to make decisions about matriculating at a 4-year public university. Data were collected through semistructured interviews with five students and two staff members. Social media accounts of the Office of Admissions and the general university social media accounts were reviewed for content. Existing research pointed to the top factors influencing students’ decision-making process when deciding where to attend college. The top reasons included cost of tuition and how connected students feel to the university. Prior research also explained that students want to see videos and experiences from current students online. The findings reveal that social media did not impact students’ decision to attend the university because there was limited information posted on the social media platforms that interested students. Students wanted to hear from current students and the student experiences. Future research is needed to continue to explore how students use social media when deciding where to attend college.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.



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