Date of Award

Fall 11-18-2023

Document Type

Dissertation

Degree Name

Doctor of Education (EdD)

Department

Educational Leadership

First Advisor

Bryan McCoy

Abstract

Higher education leaders may need assistance creating engaging social media content for alumni. Research questions for the current study included: What values, attitudes, and behavior variables are associated with engaging millennials? What motivations and gratification variables are associated with engaging millennials on social media? How would university leaders use the instrument to assess engagement with millennial alumni via social media through an understanding of millennial values, attitudes, behaviors, motivations, and gratifications variables? Both generation and uses and gratification theories provided the frameworks for developing the instrument. The study used the modified Delphi method to create the instrument. Building the instrument criteria required a literature review of millennials' characteristics and social media uses and gratifications. A panel of experts in university communication, social media, program directors, and alumni outreach evaluated the criteria. Lawshe’s Content Validity Ratio determined consensus for the instruments criteria. The results have practical application for program, department, college, and campus-wide leaders planning alumni engagement using social media. The instrument helps create, edit, and evaluate social media engagement with millennial alumni.

Download

Share

COinS