Higher education institutions (HEIs) invest substantially in their social media presence for marketing, branding, student engagement, and recruitment purposes. To better understand HEIS' current social media strategies, this study developed a mixed-method approach to analyze Facebook content and posting practices of postsecondary institutions in…

Tobacco surveillance in the United States is robust but cannot be quickly modified to capture newly identified tobacco products or behaviors. We present an example of a rapidly deployed nonprobability survey using social media recruitment that collected data on rapidly changing tobacco use behaviors. We recruited 15- to 17-year old current vapers…

Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level…

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…

The figure of the teacher is becoming increasingly significant in schooling systems around the globe. In this article, we consider how the market-oriented system of schooling in the Australian state of New South Wales may be reflecting and (re)shaping understandings of who teachers are and should be. To do this, we present a corpus-assisted…

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

We investigate how competing forces interdiscursively manifest in Japan-based higher education through a critical discourse analysis (cf., Fairclough, 1993, 1995) of 86 job advertisements. The academic profession is characterized as exhibiting high mobility, perhaps as academics are more loyal to their specialty fields than the institutions where…

Virtual schooling in America is a complex notion, one riddled with simultaneous claims of provenance coupled with poor achievement results when compared to other forms of schooling. Recruitment practices for virtual schools, specifically available television-length advertisements from a national list of fully online schools, comprised a data set…

Purpose: This study aims to recognize the significance of branding in the academic field to enhance students' loyalty. The research has examined the effect of e-word of mouth as a moderator on loyalty and exploring the intention to get enrollment variable as a mediator in the context of higher education institutes. In order to establish…

Recruiting cisgender, heterosexual young men for research participation can be a difficult endeavour. This is more challenging with qualitative research studies that require substantial time commitment, or be of a sensitive nature, such as discussions of sex, intimacy, and emotion. These challenges can be amplified with the shift to online data…

In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

COVID-19 has required researchers to change methods to better reflect the new realities of social distancing, sheltering in place, and the use of extended quarantines to isolate from the community. The paper illustrates the implications of shifting recruitment strategies midstream with populations that are already normally considered…

This study examines the crucial role of electronic word-of-mouth (EWOM) in mediating the impact of marketing mix strategies on international students' study destination decisions. The theoretical framework proposed in this research integrates consumer behavior theories to enhance our understanding of the relationship between marketing mix…