The Influence of Social Media on University Search and Selection Process

Yankı Ergül; Erhan Eroğlu

Makale detayları

The Influence of Social Media on University Search and Selection Process

Yazarlar:

Yankı Ergül | Erhan Eroğlu

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Yeni Medya

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 68, pp.31-52

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331940

pISSN:

2147-4524

Anahtar kelimeler:

Özet:

 This research aims to analyze the role of social media in the university selection process of prospective students. This case study research involved 153 survey participants, 30 in-depth interview participants and a focus group with the universitys social media team. The findings showed that social media functioned as an important tool in shaping prospective students university research. Posts from official accounts of universities about campus facilities, academic staff and student activities were influential in prospective students choices. Posts reflecting the experiences of their peers were also seen as a determining factor in preferences. However, the negative aspects should not be ignored. The impact of superficial and promotional content is an issue that needs to be considered On the other hand, it was observed that parents also integrated social media into the preference process. It was concluded that universities should create student-oriented social media accounts, peers should make more objective and comprehensive posts, parents should consciously benefit from guidance materials, the rector should actively use social media, and virtual campus tours are necessary. In conclusion, this study contributed to the understanding of the role of social media in the university selection process and provided important insights that can inspire the university selection process and future studies.

 This research aims to analyze the role of social media in the university selection process of prospective students. This case study research involved 153 survey participants, 30 in-depth interview participants and a focus group with the universitys social media team. The findings showed that social media functioned as an important tool in shaping prospective students university research. Posts from official accounts of universities about campus facilities, academic staff and student activities were influential in prospective students choices. Posts reflecting the experiences of their peers were also seen as a determining factor in preferences. However, the negative aspects should not be ignored. The impact of superficial and promotional content is an issue that needs to be considered On the other hand, it was observed that parents also integrated social media into the preference process. It was concluded that universities should create student-oriented social media accounts, peers should make more objective and comprehensive posts, parents should consciously benefit from guidance materials, the rector should actively use social media, and virtual campus tours are necessary. In conclusion, this study contributed to the understanding of the role of social media in the university selection process and provided important insights that can inspire the university selection process and future studies.

 This research aims to analyze the role of social media in the university selection process of prospective students. This case study research involved 153 survey participants, 30 in-depth interview participants and a focus group with the universitys social media team. The findings showed that social media functioned as an important tool in shaping prospective students university research. Posts from official accounts of universities about campus facilities, academic staff and student activities were influential in prospective students choices. Posts reflecting the experiences of their peers were also seen as a determining factor in preferences. However, the negative aspects should not be ignored. The impact of superficial and promotional content is an issue that needs to be considered On the other hand, it was observed that parents also integrated social media into the preference process. It was concluded that universities should create student-oriented social media accounts, peers should make more objective and comprehensive posts, parents should consciously benefit from guidance materials, the rector should actively use social media, and virtual campus tours are necessary. In conclusion, this study contributed to the understanding of the role of social media in the university selection process and provided important insights that can inspire the university selection process and future studies.

 Bu araştırma, aday öğrencilerin üniversite tercih süreçlerinde sosyal medyanın rolünü analiz etmeyi amaçlayarak gerçekleştirilmiştir. Vaka çalışması yapılan bu araştırmada 153 anket katılımcısı, 30 derinlemesine görüşme katılımcısı ve üniversitenin sosyal medya çalışmalarını yürüten ekibin yer aldığı bir odak grup bulunmaktadır. Bulgular, sosyal medyanın aday öğrencilerin üniversite araştırmalarını şekillendirmede önemli bir araç olarak işlev gördüğünü göstermiştir. Üniversitelerin resmi hesaplarının, kampüs olanakları, akademik kadro ve öğrenci etkinlikleri hakkında paylaşımları, aday öğrencilerin tercihlerinde etkili olmuştur. Akranlarının deneyimlerini yansıtan paylaşımlar da tercihlerde belirleyici bir etken olarak görülmüştür. Bununla birlikte, sosyal medyanın olumsuz yanları da göz ardı edilmemelidir. Yüzeysel ve reklam amaçlı içeriklerin etkisi, dikkate alınması gereken bir konudur. Diğer taraftan ebeveynlerin de sosyal medyayı tercih sürecine entegre ettiği gözlenmiştir. Üniversitelerin öğrenci odaklı sosyal medya hesapları oluşturması, akranların daha objektif ve kapsamlı paylaşımlarda bulunması, ebeveynlerin bilinçli bir şekilde rehber materyallerden faydalanması, rektörün sosyal medyayı aktif olarak kullanması ve sanal kampüs turlarının gerekli olduğu belirlenmiştir. Sonuç olarak bu araştırma, sosyal medyanın üniversite tercih süreçlerindeki rolünün anlaşılmasına katkı sağlamış, üniversite seçim sürecine ve gelecekteki çalışmalara ilham kaynağı olabilecek önemli bulgular sunmuştur.

Makale detayları

The Influence of Social Media on University Search and Selection Process

Yazarlar:

Yankı Ergül | Erhan Eroğlu

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Yeni Medya

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 68, pp.31-52

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331940

pISSN:

2147-4524

social media

parental involvement

student preferences

peer influence

university selectionsosyal medya

üniversite seçimi

öğrenci tercihleri

akran etkisi

öğrenci deneyimleri

Sayı

Makale detayları

Yazarlar: Yankı Ergül | Erhan Eroğlu

Yayıncı: Ankara Hacı Bayram Veli University

Ana Başlıklar: Yeni Medya

Dergi: İletişim Kuram ve Araştırma Dergisi Issue 68, pp.31-52

Belge Tipi: Makale

Yayın Tarihi: 11/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001331940

pISSN: 2147-4524

Sayı

Yazarlar:

Yankı Ergül | Erhan Eroğlu

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Yeni Medya

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 68, pp.31-52

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331940

pISSN:

2147-4524