9 October 2019

Research pick: Student retention intention - "Does social media website really matter in enhancing student’s retention intention? An application of Stimulus–Organism–Response framework"

Social media and student retention – Researchers in Egypt have investigated whether or not online social media can enhance student retention and reduce the dropout rate. Writing in the International Journal of Management in Education, Rania Mostafa of the Faculty of Commerce at Damanhour University, explains how she has used a Stimulus–Organism–Response framework to investigate.

Mostafa quotes earlier research that suggests that there is fierce competition among universities worldwide to differentiate themselves and to boost their standing in the educational “marketplace”. As such, there is pressure to retain students and reduce the number that drops out of a particular course. It is, she points out much more expensive to recruit a student than to retain one. Universities now use all “touch points” including social media to engage students and to enhance information sharing and self-expression which in turn can improve what the higher education establishment can offer students and so boost morale and reduce apathy and thus keep students on track.

Her results indicate that information quality, privacy and security, and virtual interactivity influence perceived value in the context of the establishment’s social media. However, student self-efficacy does not seem to moderate this perceive value. In other words, higher education establishments must ensure that their social media sites offer timely, accurate, relevant, and engaging information for their students and to evolve with student intentions.

Mostafa, R.B. (2019) ‘Does social media website really matter in enhancing student’s retention intention? An application of Stimulus–Organism–Response framework’, Int. J. Management in Education, Vol. 13, No. 4, pp.397–416.

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