Year of Graduation
2026
Document Type
Thesis
Degree Name
MALS: Humanities
Directing Professor
Vladimir Bratic
Abstract
This exploratory pilot study examines whether posting Instagram digital flyers affects Resident Assistant (RA) program attendance in the higher-education Housing and Residence Life (HRL) context. Instagram has emerged as a dominant channel of communication among Generation Z (1997-2012). As a result, higher education institutions have increasingly used social media to prompt student engagement and foster belonging, in hopes of strengthening retention. Using a quasi-experimental matched comparison design, attendance data from the 2024 academic year without Instagram flyers were compared to the 2025 academic year with Instagram flyers. The independent variable was the implementation of Instagram digital flyers, and the dependent variable was attendance at RA active programs.
Sixteen paired operations across four residential buildings were analyzed using a paired-samples two-tailed t-test. Results indicated an increase in mean attendance during 2025; however, the difference was not statistically significant when compared to 2024. Although the null hypothesis was consistent, attendance trended higher following the implementation of Instagram flyers. These results are interpreted through credible theory, student involvement theory, and the theory of planned behavior, suggesting RA credibility and increased program visibility may influence student engagement and attendance decisions. Despite the limitations related to sample size and posting consistency, findings suggest digital Instagram flyers may be a logical next step for marketing and warrant further investigation within Housing and Residence Life RA programming.
Recommended Citation
McDonald, Mary J., "Impact of Instagram Flyers in Higher Education: Within Resident Assistant Program Attendance Marketing" (2026). Liberal Studies (MA) Final Essays, Hollins University. 65.
https://digitalcommons.hollins.edu/malsfe/65
Included in
Communication Technology and New Media Commons, Community-Based Learning Commons, Community Psychology Commons, Educational Assessment, Evaluation, and Research Commons, Educational Sociology Commons, Higher Education Administration Commons, Instructional Media Design Commons, Interpersonal and Small Group Communication Commons, Organizational Communication Commons, School Psychology Commons, Social Media Commons, Social Psychology Commons, Social Psychology and Interaction Commons, Sociology of Culture Commons, Theory and Philosophy Commons