Graduation Year

2016

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Kelly P. Werder, Ph.D.

Committee Member

Scott Liu, Ph.D.

Committee Member

Roxanne Watson, Ph.D.

Keywords

behavior, community colleges, mass communication, philanthropy, public relations

Abstract

This study tests a model that combines relationship management theory and the theory of reasoned action. Through the collection of quantitative and qualitative data, this study provides deeper understanding of the relationship between community college students and the institution, and identifies aspects of the relationship that most influence behavioral intention to give to the institution. Using this information, public relations practitioners will be able to strategically improve areas of deficiency in the community college-student relationship, thereby increasing the likelihood that today’s students will become tomorrow’s philanthropic alumni.

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