Date of Graduation
5-2021
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Management
Advisor/Mentor
Anand, Vikas
Abstract
The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to each platform based on each persona’s unique characteristics and social media behavior.
Keywords
Social Media; MBA; Recruitment; Marketing; Higher Education; Arkansas
Citation
Boxberger, P. N., & Lee, H. C. (2021). Social Media Preferences of Individuals Seeking Graduate Business Degrees. Management Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mgmtuht/12
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Higher Education Commons, Marketing Commons, Social Media Commons
