There is a great disparity in college-going rates between students from the highest and lowest socio economic quantiles in the United States. This quantitative study looks at messages students receive about college as a way to explore reasons why students choose to attend or not to attend college. [The dissertation citations contained here are…

The purpose of this qualitative descriptive study was to explore how college-bound Generation Z students describe higher education institutions' use of social media as a marketing tool during their college choice experience in Texas. The foundation for the study was the college choice model from Hossler and Gallagher that identified three phases…

In the increasingly complex world of college choice, high school counselors are an important resource for college-bound students, yet the environment these counselors find themselves in is one that focuses on questions of value and return on investment, resulting in the elevation of some academic disciplines over others. Using a multiple case…

The Latinx population in the United States has drastically increased over the last twenty years. During the same period, the number of first-generation Latinx students enrolling in higher education post-recession has also increased by as much as 1.5 million students. The expansion of the Latinx student population in Oregon has mirrored the…

Colleges and Universities continuously attempt to increase enrollment each year; while prospective students struggle to gauge whether a degree offers a clear and articulable return on investment. The purpose of this action research study is to investigate influencing enrollment factors (hereinafter "factors) that determine a prospective…

This qualitative study examines the Black college tours implemented at Inkster High School which exposed high school students to Historically Black Colleges and Universities (HBCUs) throughout the Midwest, South, and mid-Atlantic regions of the United States. While there is substantial grey literature that describes the Black college tour…

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…

Making decisions about college can be challenging for rural students. Guidance counselors and other adults influence these decisions because of their close relationships in high schools and communities. Since rural students are coached into pursuing college as a mechanism for obtaining a better life, it is beneficial to explore their lived…

College choice is one of the most significant decisions a family will make. Families with high socioeconomic status often hire independent educational consultants (IEC) to assist their family in college search activities. A review of the literature indicated a gap in the literature regarding IECs' understanding of the factors which influence their…

As the world changes, institutions of higher education are constantly adopting new business practices in order to ensure future success of their institutions. While enrollment managers are focused on their marketing and recruitment tactics, high school students are being inundated with recruitment materials including invitations to visit campus, a…

This qualitative study examined the college choice process of high-achieving, secondary African American female students enrolled at a Science, Technology, Engineering, and Mathematics (STEM)-focused Academy aspiring to study STEM at a 4-year college or university. Minority women, unlike White women and racial minority men, face a double bind as…

While Black students have experienced significant growth in college enrollment since the passage of the Civil Rights Act of 1964 and Higher Education Act of 1965, they are still less likely than their white counterparts to attend and graduate from a post-secondary institution (Ryan & Bauman, 2016). There have been previous studies on college…

Lackluster BA completion rates have made it clear that improving postsecondary outcomes in the U.S. is not simply a matter of raising college enrollment rates. In addition to increasing the number of people who attend college, it is also important to increase the number of people who graduate. Over the years, scholars have identified many factors…

Purpose/Problem: It is estimated more than 75% of Seventh-day Adventist (SDA) college-bound students (rising freshmen) who live in the North American Division (NAD) do not attend an SDA college/university. This is a major challenge for the NAD colleges/universities. Discovering motivators and barriers for SDA college-bound students is vital in…

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…