How Imagery and Text Combinations May Improve the Perception of Quality of a Post-Secondary School’s Brand via Social Media

dc.contributor.advisorMark, Tanya
dc.contributor.authorGray, Adam
dc.date.accessioned2022-09-07T19:21:43Z
dc.date.available2022-09-07T19:21:43Z
dc.date.copyright2022
dc.date.created2022-08-30
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen
dc.degree.nameMaster of Scienceen_US
dc.degree.programmeMarketing and Consumer Studiesen_US
dc.description.abstractWithin the service industry, post-secondary education continues to be a driving force behind successful societies. Therefore, the information sent to prospective students is critical in the early stages of applying and must be accurate. This study investigates how images and texts used on social media may communicate levels of quality covering the dimensions identified in the HEdPERF scale (Abdullah, 2006) and if those judgements influence behavioural intentions towards a university. While there were varied results across the dimensions and the data presented limited significant results, there were still trends and implications impacting the established literature and providing guidance for future research. There is a need to further develop accurate scales that represent the different aspects of the service industry, while also considering marketing and communications through social media. There will continue to be competition to attract applicants and attendees to post-secondary schools and how institutions portray themselves will be crucial.en_US
dc.identifier.urihttps://hdl.handle.net/10214/27193
dc.language.isoenen_US
dc.publisherUniversity of Guelphen
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectQualityen_US
dc.subjectSocial Mediaen_US
dc.subjectInstagramen_US
dc.subjectMarketingen_US
dc.subjectEducational Marketingen_US
dc.subjectPerceived Qualityen_US
dc.subjectUniversityen_US
dc.subjectPost-Secondaryen_US
dc.subjectSignaling Theoryen_US
dc.subjectAdvertising Effectivenessen_US
dc.subjectHEdPERFen_US
dc.subjectSERVQUALen_US
dc.subjectQuality Judgementen_US
dc.subjectBehavioural Intentionen_US
dc.titleHow Imagery and Text Combinations May Improve the Perception of Quality of a Post-Secondary School’s Brand via Social Mediaen_US
dc.typeThesisen

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