Abstract
Social media has transformed how students choose colleges, becoming a vital tool for information and connection. Its rise has reshaped student recruitment by influencing behavior, decision-making, and perceptions. Platforms like Instagram, Facebook, and TikTok now dominate as sources for sharing information, fostering peer influence, building communities, and supporting institutional marketing. These digital spaces significantly impact students’ decisions through mechanisms, such as branding, online engagement, and social influence. This review focuses on how social media shapes college choices for first-generation students at U. S. institutions. The study focused on three key areas. First, it examines how students use platforms to research colleges and access authentic insights into campus life. Second, it explores how social media influences their decision-making process by expanding access to information and social capital. Third, it highlights what motivates their engagement with higher education marketing. By analyzing these aspects, the review underscores the growing role of social media in shaping educational pathways for this group.
Recommended Citation
Balderrama, Richard and Hjermstad, Rosymar, "Social Media’s Influence on First-Generation College Decisions: “A Systematic Literature Review of Its Effects on College Selection”" (2025). MWAIS 2025 Proceedings. 1.
https://aisel.aisnet.org/mwais2025/1