Work

Connecting With the Hyper(dis)connected Audience: University Communication Attributes and Student Attitudes

Year: 2025

Type: article

Abstract: Today’s empowered and hyper(dis)connected generation expects from higher education institutions (HEIs) communication strategies that align with their interests, making communication strategies crucial for their ongoing experience at the University. Once students are recruited, the factors they consider important when choosing a university may continue to shape their attitudes toward their institution. Universities continue to innovate in their communication strategies to face intense competition not only in attracting but also in retaining and engaging students. This study investigates the salience of university communication-related attributes and their relationship with student attitudes. Three communication-related attributes (opinion leader recommendations and online and offline messages and four students’ attitudes (institutional commitment, degree commitment, social integration, and academic integration) were measured through an online survey. The study offers critical insights to align the attributes promoted during students recruitment with the current experiences at the University.

Source: SAGE Open

DOI: 10.1177/21582440251341058

Authors: Samar Ben Romdhane, Mokhtar Elareshi, Mohammed Habes, Amal Hassan Alhazmi, Razaz Waheeb Attar

Institutions: Ajman University, University of Sharjah, Yarmouk University, Princess Nourah bint Abdulrahman University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: gold

Estimated APC paid: $1,600