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Direct linkTaylor, Z. W.; Bicak, Ibrahim – Journal of Marketing for Higher Education, 2020
While academic capitalism pervades many facets of US higher education, this study analyzes paid adwords as a method of academic capitalism in the online marketplace. This article presents findings from a five-month quantitative analysis of paid adwords of the 2018 top "US News & World Report" top 100 national universities. Capturing…
Descriptors: Student Recruitment, Advertising, Universities, Cost Effectiveness
Taylor, Z. W. – Strategic Enrollment Management Quarterly, 2020
This study sought to understand the relationship between undergraduate yield and an institution's internet presence. Data were collected from 2018 "U.S. News & World Report" national university rankings, the Integrated Postsecondary Education Database (IPEDS), and summer 2018 (June-August) SEMrush data, a web metrics database housing…
Descriptors: Higher Education, College Bound Students, Student Motivation, Search Engines
