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Final Dissertation Kathryn Looney.pdf (4.76 MB)

ETD Abstract Container

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Computer Mediated Communication: Perceptions of Academic Advisors Regarding Text Messaging in Higher Education

Looney, Kathryn
http://rave.ohiolink.edu/etdc/view?acc_num=frank1646054773542189

Abstract Details

2022, Doctorate of Business Administration, Franklin University, Business Administration.
Higher Education Institutions (HEIs) need to stay abreast of advances in communication technologies to be student centric, but institutional adoption of Short Messaging Service (SMS) text varies widely and research on incorporation for advising is limited (Arnold et al., 2020; IPEDS 2020; Santos et al., 2018). This quantitative study explored advisor use and perceptions on values, motives, and institutional support of SMS texting as a communication channel with students and the possible variables impacting those factors. Theoretical concepts in Customer Relationship Management (CRM) and adaptive leadership guided the study as well as existing survey research on Computer Mediated Communication (CMC) in higher education (Duran et al., 2005). Survey responses from 402 advisors nationwide were analyzed through descriptive and inferential statistics. SMS use was reported among all genders, experience levels, and programmatic formats and advisors overall had a positive view of the communication channel. Motives for use varied between subgroups within the sample and SMS was predominantly used to gain access to richer mediums. A statistically significant association between learning environment and SMS incorporation indicated that online advisors were more likely to use SMS texting for student communication. A statistically significant difference was also identified between median institutional support scores for SMS users and non-users with the directionality indicating users were more likely from SMS supportive institutions. Furthermore, advisors reported using SMS texting for both transactional and relational communication, even when their institution did not support the channel with training, policies, or technology. The study sheds light on the prevalence of SMS use and calls for leadership to gain greater awareness of their local-level policies, industry-wide practices, and system integrated options in managing the university-to-student connection. For HEIs to enable adaptive advising to experiment with interventions at scale and relationship building in student-centric mediums, it may help to provide the framework conducive to SMS text for supplementing communication. Failing to integrate CMC approaches into an institution’s structural approach to relationship management prevents leaders from evaluating how, or even if, it is improving outcomes (Joslin, 2018). The current study emphasizes how aligning strategy and software with end user needs can help ensure university communication is within the purview of those measuring advisor impact on intended business outcomes like engagement and retention.
Brenda Jones (Committee Chair)
Yuerong Sweetland (Committee Member)
Patrick Bennett (Committee Member)
197 p.
Adult Education; Business Administration; Business Education; Communication; Continuing Education; Education Policy; Educational Evaluation; Educational Leadership; Educational Software; Educational Technology; Higher Education; Higher Education Administration; Management; Mass Communications
Customer Relationship Management; CRM; Computer Mediated Communication; CMC; Adaptive Leadership; Short Messaging Service; SMS; Higher Education; Texting; Text Messages; Student Outcomes; Retention; Academic Advisor; College Mentor; Higher Education Institution; HEI; Online Education; Business Communications

Recommended Citations

Citations

  • Looney, K. (2022). Computer Mediated Communication: Perceptions of Academic Advisors Regarding Text Messaging in Higher Education [Doctoral dissertation, Franklin University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=frank1646054773542189

    APA Style (7th edition)

  • Looney, Kathryn. Computer Mediated Communication: Perceptions of Academic Advisors Regarding Text Messaging in Higher Education. 2022. Franklin University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=frank1646054773542189.

    MLA Style (8th edition)

  • Looney, Kathryn. "Computer Mediated Communication: Perceptions of Academic Advisors Regarding Text Messaging in Higher Education." Doctoral dissertation, Franklin University, 2022. http://rave.ohiolink.edu/etdc/view?acc_num=frank1646054773542189

    Chicago Manual of Style (17th edition)

frank1646054773542189
377
© 2022, all rights reserved.
This open access ETD is published by Franklin University and OhioLINK.