Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Lindsay Larson


The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits that cannot be found anywhere else. With over 4,000 colleges and universities in the United States, these institutions are starting to wonder about the equity that can be found in their university’s brand (Sevier, 2002). This study aims to discover how institutions use outlets such as Facebook, Twitter, YouTube, blogs, and other platforms, to connect with university offices and students in new ways. Using an online survey platform, this study was able to explore trends being used by various institutions to reach constituent populations.