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Strength of Weak Ties Theory and College-University Marketing: A Case Study of ETSU's Clemmer College

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.

Identiferoai:union.ndltd.org:ETSU/oai:dc.etsu.edu:etd-5530
Date01 May 2022
CreatorsNobles, Sarah
PublisherDigital Commons @ East Tennessee State University
Source SetsEast Tennessee State University
LanguageEnglish
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceElectronic Theses and Dissertations
RightsCopyright by the authors.

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