Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

Rural students pursue post-secondary education at a lower rate than their urban and suburban counterparts. While the college choice process is complex for all students, it is important to further examine this process for rural students because they are an underserved population. This study utilized Perna's (2006) college choice model to examine…

The purpose of this qualitative study was to explore what influences Gen Z student college choice. Research on college choice has provided insight into whether or not a student will attend college; however, limited research exists on what impacts Gen Z students' college choice and how marketing and communication influence what college a student…

The choice of college and careers are not simple. The choices students make when selecting a college can affect them for their entire life. Tressie Cottom (2017), in her book, "Lower Ed," describes our educational journey like a stream (Cottom, 2017). We are all traveling down the stream of life, and there are rocks and forks. The…

Low-income students are underrepresented at selective colleges. Most evaluative criteria used by admissions officers are correlated with income, including test scores and performance in high school. Inspired in part by the current state of the use of testing in college admissions, this study examines how the quality of colleges attended by…

This study presents a novel approach contributing to our understanding of the design, development, and implementation AI-based systems for conducting double-blind online randomized controlled trials (RCTs) for higher education research. The process of the entire interaction with the participants (n = 1193) and their allocation to test and control…

State and federal governments invest millions of dollars in providing accurate and relevant information on expected outcomes to students pursuing higher education, but whether such information targets what students value about college is unclear. We use new survey data to identify the extent to which conventional indicators for college quality and…

Recent research reveals that many students are "swirling," or transferring more than one time, and not always vertically. This rise in swirlers suggests that some students choose transfer institutions that do not fit their needs. Yet, very little research examines the choices students make as they seek to transfer from one school to…

In the article "Understanding Writer Center Use among Community College Students," Christina Savarese addresses the reasons students use the writing center, understanding those reasons, and using them to identify ways the writing center administrators and tutors can better serve their student population. Additional research findings…

This study explores the role of social media in addressing educational inequity, focusing on prospective first-generation students' college exploration. The study answers two questions: (1) how do prospective first-generation students describe their social media usage related to college? (2) how do prospective first-generation students describe…

Young people's room for autonomy and independent life choices is challenged by intensive parenting practices and ambiguous ideals underpinning the youth-parent relationship. In this article, we explore how young people make sense of and relate to parental influence as they are about to make choices of higher education. Through Foucauldian…

This research study makes a significant contribution to understanding the experiences of Native Hawaiian students in higher education and their college choice process. Research and literature focused on or inclusive of Native Hawaiians in higher education is scarce and limited (Reyes, 2018), so there is very little known about how Native Hawaiian…

Postgraduate students' university selection decisions are influenced not only by the students themselves or their families, but also by internal university factors. This study evaluated the reasons for pursuing postgraduate education and investigated how family's socioeconomic status and the university's internal environment factors influenced…

Although evangelicals have long been skeptical about non-sectarian higher education, the current climate in the United States necessitates a fresh look at possible sources of their beliefs. This is relevant since many of the current culture wars center on education. For instance, book bans in Texas public schools, funded by evangelicals, take aim…