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…

Scholarship on nonresident enrollment by public research universities has developed in isolation from scholarship on linkages between private high schools and selective private universities. We argue that these literatures are part of a broader story about the competition for students from affluent schools and communities. This manuscript analyzes…

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…

Each year, the country's most selective four-year institutions invest significant resources to recruit talented high school students from across the country. These students, mostly affluent and white, contemplate admission offers and consider moves to new locales to pursue their postsecondary plans. Yet, many of these selective institutions are…

For the past five years, the Brandeis Science Posse program has recruited and retained students from underrepresented groups in STEM disciplines. In collaboration with the Posse Foundation, we have facilitated the formation of a close-knit, mutually supportive learning community, or a "science posse" for sixty students from New York City…