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.
|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|
|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|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be