The Perceived Influence of Social Media on High School Band Students’ Decision to Participate in a College Marching Band

Abstract

The purpose of this study was to investigate the perceived influence of social media on high school band students’ future decision to participate in a college marching band. Participants (N = 158) were high school band students. Results indicated that social media could be influential in high school band students’ decision to participate in a college marching band, as high social media usage rates were reported. Results also indicated that personal communication, such as face-to-face conversations with family and friends and direct email contact from band directors, strongly influenced their decision to join a college marching band. These results suggest that recruitment strategies containing direct modes of communication resonate with prospective college students. Suggestions for future research are provided, as social media technology is quickly evolving and investigations are needed to guide and inform the recruitment practices of college marching band programs.

Keywords

college marching band participation recruitment social media technology

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