Perceived Benefits of Participation in the “Class of” Facebook Pages

Jamie Daugherty, Rebecca Broghammer, Andrea DeCosmo, Paul Giberson, Matthew Birnbaum

Abstract


Given its popularity, institutions are looking for ways to capitalize on Facebook to market, recruit, and engage students during the admission and matriculation processes. One approach is the development of “Class of” Facebook pages for admitted students. This interpretivist case study explores first-year students' perceptions of participating in a regional research university's "Class of" Facebook page. Uses and Gratification theory is used to identify the student needs being met through the use of these pages. Findings included students' benefit from these pages by seeking information, learning normative behaviors and developing a sense of community. 

 

 


Keywords


Facebook; social media; matriculation; transition; first-year students

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References


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Based at Tarleton State University in Stephenville, Texas, USA, The Journal of Social Media in Society is sponsored by the Colleges of Liberal and Fine Arts, Education, Business Administration, and Graduate Studies.