The Role of Student Involvement in Building University Loyalty: Case of the Higher School of Economics

Student: Buryanskaya Anastasia

Supervisor: Ivan Chernyavsky

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

In a modern university, managing student loyalty is one of the most important goals. This research is devoted to the factors influencing loyalty, in particular, student involvement. Involvement is traditionally divided into two categories: academic and social. The main focus of this paper is social engagement. This study has identified the main elements of social involvement as well as the variables through which loyalty can be measured. Through the analysis of the Monitoring of Student Life data, the relationship between social involvement and student loyalty has been established. The results revealed that participation in student self-administration and subscription to university communities in social networks have a significant impact on student loyalty.

Full text (added May 21, 2020)

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