PR research & strategies: AN EXPLORATORY ANALYSIS OF HOW HBCU STUDENTS USE SOCIAL MEDIA

This 16-week insightful quantitative study sheds light on the social media habits and motivations of students at Historically Black Colleges and Universities (HBCUs), offering valuable insights into their digital behaviors.

Drawing from in-depth surveys of 50 HBCU students, this research provides a comprehensive understanding of social media usage patterns within this demographic. By employing an inductive analysis of survey narratives, the study uncovers the primary motivations driving social media engagement among HBCU students.

This research not only adds to the existing literature on HBCU student behavior but also underscores the importance of understanding their unique digital experiences. The implications of these findings extend to educators, administrators, and marketers, offering valuable insights for engaging with HBCU students effectively.