To download dissertations and theses, please click on the appropriate "Download" button for your campus to log in and be e-verified. When you reach the "Sign into your JWU email" page, enter your JWU username and password.
Non-JWU users: Please talk to your librarian about requesting this dissertation through interlibrary loan.
Superintendents' and Principals' Perceptions of Using Social Media to Develop a Brand Presence in a Small Northeast State
Social media has shifted the landscape and broadened the concept of educational branding. Developing a BrandED mindset and strategy in the digital age is necessary in today’s educational climate (Sheninger, 2015). Social media tools provide school leaders with opportunities to share successes on a frequent basis with stakeholders. This immediate sharing of successes could be a powerful tool for schools to proactively shape their public image (Scott, 2011). This mixed methods study explored experiences of public school superintendents and principals using social media to communicate with stakeholders as a component of their communications and public relations strategy to establish a brand presence. (Abstract shortened by ProQuest.)
L'Etoile, Nicole, "Superintendents' and Principals' Perceptions of Using Social Media to Develop a Brand Presence in a Small Northeast State" (2017). Dissertation & Theses Collection. AAI10276907.