Document Type and Release Option
Thesis (open access)
The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 187 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, and the ways in which it may effect their perception of the institution.
Salvador, Jordan Taylor, "Beyond Higher Ed Marketing: Unsanctioned User Generated Content" (2018). University Honors Program Theses. 343.