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Dissertation/Thesis Abstract

How Webinar Experiences Influence Selection of Online Doctoral Programs: A Qualitative Descriptive Study
by Miller, Marly A, D.B.A., Grand Canyon University, 2021, 324; 28319372
Abstract (Summary)

The purpose of this qualitative descriptive study was to explore how doctoral students describe their pre-enrollment experiences in an interactive technology-based webinar with senior leaders, and how the webinar experiences influenced their selection of an online doctoral program at a Christian university in the southwestern United States. The theoretical foundations were the media richness theory, the social presence theory, Tinto’s theory, and the concept of customer value. The overarching research question was: How do doctoral students describe their pre-enrollment experiences in an interactive technology-based webinar with senior leaders, and how the webinar experiences influenced their selection of an online doctoral program? The sample included online doctoral students who participated in an interactive technology-based webinar with senior university leaders and then enrolled in an online doctoral program. Data collection included semi-structured interviews as well as marketing artifacts and documents that influenced the decision to become an online doctoral student. Data analysis included descriptive statistics and thematic analysis. The findings from this study included factors that contributed to the success of marketing webinars, the interactions and connections with senior leaders, what prospective students found of value within the webinar and academic experience that motivated decision making, and the elements of marketing that influenced students to select the university and an online doctoral program. Future research recommendations are presented and are based on the findings of this study.

Indexing (document details)
Advisor: Maul, June
Commitee: Smith, Daniel, Jarrell, Chuck
School: Grand Canyon University
Department: College of Doctoral Studies
School Location: United States -- Arizona
Source: DAI-A 82/9(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Marketing, Higher Education Administration, Business administration, Higher education
Keywords: Customer value, Digital marketing, Interactive technology, Marketing webinars, Social presence, Webinar experiences, Christian universities, Education marketing
Publication Number: 28319372
ISBN: 9798597067063
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