Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2022
Committee Chair or Co-Chairs
Anthony Chase Mitchell
Committee Members
Susan Waters, Pamela Mims
Abstract
As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer College were conducted, to explore how ethos, pathos, logos, and Kairos can be leveraged in earned, owned, and shared media. This data is then used to inform future marketing campaigns that use professor-student engagement.
Document Type
Thesis - unrestricted
Recommended Citation
Nobles, Sarah, "Strength of Weak Ties Theory and College-University Marketing: A Case Study of ETSU's Clemmer College" (2022). Electronic Theses and Dissertations. Paper 4026. https://dc.etsu.edu/etd/4026
Copyright
Copyright by the authors.