This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid…

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…

This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation…

Earning a college degree in the United States, especially from a college or university deemed elite or prestigious, is seen as the path to a more financially secure and prosperous life for the student and their family. Competition for financial aid or admission to top-ranked colleges and universities is fierce. For this reason, families of all…

The aim of this study is to explore the existence of different segments of future university students on the basis of their university selection criteria and to analyse the extent to which the segments identified differ as regards the students' perceptions of the reliability of university communication tools. This has been done using 605 usable…

Despite high aspirations, many students do not complete postsecondary education. Some scholars advocate for providing more college information to increase enrollment and reduce attainment gaps but this approach overlooks what school counselors and students do with information. Based on interviews and participant observations drawn from 20 urban…

This dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

Purpose: Understanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and…

Although regulations and established practices in academia have focused on a data-rich model of performance information, both to evidence operational capability and to support recruitment, it is considered that this approach has been largely ineffective in addressing student choice behaviour. Historical studies, business, psychology, and…

Nearly 40 percent of college students are transfers. They approach the college search process much differently than traditional students, choosing a college much more quickly and often having a more focused and specific reason for choosing a new school. How can your campus meet their needs, engage more transfers, and increase your enrollment of…

This qualitative study examined the process whereby international college students from various countries choose their country of study, type of institution, specific college, and program. It identified and explored the relative importance of each decision-making factor. Fifty-five international students attending four Greater Toronto Area (GTA)…

The increased competitive nature of higher education institutions has caused many small private liberal arts colleges/universities to struggle economically. The cost of keeping such institutions viable is high. Many institutions have had to raise tuitions rates, which resulted in decreased enrollment numbers. As a result, many institutions have…

The literature on college choice is extensive and navigating it for purposes of review is complicated by the dual meaning given to the word choice. To clarify, in this article, the phrase "college choice" refers to the concept defined by Don Hossler and Karen Gallagher in their seminal 1987 article entitled "Studying Student College…

This phenomenological case study identified how graduating seniors from one dual credit program connect to the college of their choice through the college recruitment process. The 16 purposefully selected participants were college bound graduating seniors enrolled in a dual enrollment academy program at one institution. The researcher conducted…