Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

The construction of the double first-class university is significant in China's higher education. However, the question of whether students' abilities are better developed at double first-class universities remains unanswered. Based on data from the 2019 Shaanxi University Graduates' Employment and Entrepreneurship Quality Tracking Survey, we…

Attracting prospective students could be difficult and expensive. Candidates, when choosing a future school for their studies, consider a great number of factors. Information from official university websites does not suffice to persuade. Word of mouth plays a significant role, among others. The aim of this paper is to present findings about…

The main objective of the current study is to establish a justifiable data-driven students-faculty ratio (SFR) benchmark for higher education institutions (HEIs) in the Sultanate of Oman. This is established based on analyzing selected secondary data from three sources using purposive sampling. This study reflects quantitative research adopting…

Teacher education programs at small liberal arts colleges and universities are among the most vulnerable to decreased enrollment, yet they are uniquely positioned to provide well-rounded future teachers and educational leaders for a democratic society. To inform recruitment efforts, this study examined students' perceptions of teaching careers and…

Purpose: Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students' value co-creation behaviors is limited. University website features are conceptualized as a…

Meeting today's prospective college students where they are is key to staying ahead of current enrollment challenges. Understanding which messages resonate with which students and at certain parts of the enrollment funnel helps to ensure institutions are getting the right message, to the right student, at the right time in their journey. By…

In this dissertation, I examined the how honors programs and colleges serve as a tool for public universities to compete with private universities in the rankings game, as well as examining how that contributes to stratification processes. By building on the existing literatures within the organization of higher education, student experiences in…

U.S. public master's institutions (PMIs) face conflicting imperatives to strive for prestige while democratizing college access for racially minoritized students. By elevating the former over the latter, critics note, these campuses may emulate their world-class peers for legitimacy and resources. Consequently, the dominant perspective links…

The aim of this study is to explore the relationship between student engagement, brand image, student satisfaction and loyalty. Furthermore, the study intends to explore the mediating role of student satisfaction in the relationship between engagement and loyalty as well as brand image and loyalty in the context of higher education. A…

Purpose: Prospective students and other stakeholders in the education system use global and national rankings as a measure of the quality of education offered by different higher educational institutions. The ranking of an Institution is seen as a measure of reputation and has a significant role in attracting students. But are students happy in…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

The COVID-19 pandemic has forced higher education institutions worldwide to shift from face-to-face (F2F) to emergency remote teaching (ERT), which has led to an increased concern about academic integrity. This study examines the relationship between learning environment and academic integrity via plagiarism detection software in different…