Marketing matters: A quantitative study regarding whether online universities' marketing messages can affect hiring managers' perceptions of online degrees

Many academics are now studying the explosive growth of online education and degree programs and how many students are quickly taking advantage of distance learning opportunities. However, current literature suggests that there remains a lingering negative perception of online degrees and degree programs held by human resources personnel and employment decision-makers. This study, informed by the diffusion of innovations theory (DOI), investigated the possibility of whether using marketing messages that disclose the levels of curriculum rigor and accreditation of online degree programs could change the perception that hiring representatives have of online degree-holding candidates in comparison to traditional degree-holding candidates in employment situations. This study employed a quantitative structure via web survey to collect data about the treatment of online and traditional graduates before and after reviewing a scenario reporting the rigor and accreditation level of theoretical XYZ University. The study tested two hypotheses using Regression to determine whether there are relationships between messages of rigor and accreditation and a reported change in an HR manager's overall perception of online degree programs and how HR managers treat online degree program graduates during hiring procedures versus brick-and-mortar degree program graduates. The results did not support the study's hypotheses. Further, the study included an exploratory analysis that used ANOVA to explore the influence of familiarity with online coursework with a possible perception change of the surveyed respondents. Consequently, the results of this study confirmed how messages about the rigor and accreditation of an institution can be worded to find acceptability with an audience, reasserted the validity of the DOI Theory, and provided original knowledge about whether marketing methods exist that can be used by online institutions to change the perception that hiring personnel have of online degrees. Finally, the study offered suggestions for future research based on the scope and limitations of this research.