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Student Attitudes Towards Digital Admissions Marketing

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dc.contributor.advisor Schrum, Kelly Bunting, Andrew
dc.creator Bunting, Andrew 2019-04-29 2019-07-02T00:24:49Z 2019-07-02T00:24:49Z
dc.description.abstract This thesis examined student attitudes towards receiving digital admissions marketing materials, and what influence these marketing efforts had on their decision to apply to a specific school. The study focused on overall attitudes concerning digital admissions marketing, and explored specific aspects of admissions email marketing that participants found to be more or less influential. A diverse group of students was selected for individual interviews using a purposeful sampling strategy to engage potential participants that fit the study’s eligibility criteria. Participant responses were examined within the framework of Chapman’s (1981) model on student college choice, and Hossler and Gallagher’s (1987) three-phase model of college choice, with a specific focus on the search phase.
dc.language.iso en en_US
dc.subject college admissions en_US
dc.subject email marketing en_US
dc.subject undergraduate admissions en_US
dc.subject digital marketing en_US
dc.subject student choice en_US
dc.title Student Attitudes Towards Digital Admissions Marketing en_US
dc.type Thesis en_US Master of Arts in Interdisciplinary Studies en_US Master's en_US Interdisciplinary Studies en_US George Mason University en_US

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