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Sandlin, Jean Kelso; Peña, Edlyn Vallejo – Innovative Higher Education, 2014
An increasing number of institutions utilize social media tools, including student-written blogs, on their admission websites in an effort to enhance authenticity in their recruitment marketing materials. This study offers a framework for understanding what contributes to prospective college students' perceptions of social media authenticity…
Descriptors: Internet, Social Networks, Student Recruitment, College Admission