Abstract
Social media is a low-cost platform to develop and maintain communications and relationships while overcoming the barrier of distance. Higher education is an expensive affair especially with financial needs growing day by day, opening up the need for alumni to involve in fundraising and institutional development. Higher education institution’s fundraising initiatives will need to adopt social media to establish and maintain ties with alumni. This literature review study investigates the strategic use of social media by higher education to influence alumni engagement. Articles from the Web of Science and Proquest are included in this review with a focus on how institutions employ social media to engage alumni and alumni engagement behaviors towards the alma mater. Our results suggest that age, program delivery method and academic program of study are significant factors to determine the donative behaviors of alumni.
Recommended Citation
Sutrave, Kruttika; Godasu, Rajesh; and Noteboom, Cherie, "Strategic Use of Social Media by Higher Education to Influence Alumni Engagement" (2020). MWAIS 2020 Proceedings. 15.
https://aisel.aisnet.org/mwais2020/15