Year of Award
2016
Document Type
Dissertation
Degree Type
Doctor of Education (EdD)
Degree Name
Educational Leadership
Department or School/College
College of Education and Human Sciences
Committee Chair
Frances L. O'Reilly
Commitee Members
John Matt, Joel Henry, Patty Kero, Ryan R. Schrenk
Keywords
attitudes, higher education, leadership, marketing, social media, transparency
Publisher
The University of Montana
Abstract
This quantitative dissertation study explored the social media practices and perceptions of 452 leaders of 142 public and private non-profit four-year degree granting institutions in the western United States. Descriptive statistics were calculated for gender, position title, age, social media use, and attitudes regarding themes revealed in a review of current literature. Then, a Spearman Rho analysis was used to measure the strength of correlation between hours using social media and rank scores of social media attitudes. The study revealed that about 85% of leaders use social media for an average of 4.54 hours per week (SD=5.59, N=452). Social media use was higher among younger leaders, and social media use among the participants was higher compared to the general population.
Recommended Citation
Holmes, Melissa Elizabeth, "PRACTICES AND PERCEPTIONS OF SOCIAL MEDIA AMONG LEADERS IN HIGHER EDUCATION: A QUANTITATIVE STUDY" (2016). Graduate Student Theses, Dissertations, & Professional Papers. 10740.
https://scholarworks.umt.edu/etd/10740
© Copyright 2016 Melissa Elizabeth Holmes