As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

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…

The purpose of this paper is to show what are the applicants' institution selection criteria in higher education in Hungary and what changes this will imply in higher education management and communication. These questions were investigated based on a review of the most relevant literature and the analysis of 1396 Hungarian higher education…

This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international…

Student mobility has become a global phenomenon with an upward trend in the past two decades, and Asian countries are becoming important receiving countries. Such phenomenon has been increasingly investigated producing a growing body of literature on Asia-bound international student mobility. However, while some countries stand in the spotlight of…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…

Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities -- United Arab Emirates University and Zayed University, as well as three private universities -- New York University, Abu Dhabi University, and Alain…

Increasingly, universities have been engaging in transnational higher education (TNE), and such activity provides students with an additional study option. While much is already known about the TNE activities of universities in larger countries, such as Australia and the United Kingdom, very little is known about universities from smaller…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

Purpose: The purpose of this paper is to investigate the use of meta-tags by the leading higher educational institutions (HEIs). It explores the various kinds of messages conveyed by HEIs in the meta-description tags of their website homepage. It further examines that whether the messages conveyed by HEIs are in accordance with the prospective…

The purpose of this study is to address the low participation of African American/Black students at private, predominantly White institutions (PPWIs), specifically exploring the influence the assumptions of administrators have of the current matriculation outcomes. The research question that drove the study is as follows: How do the assumptions…

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study…

Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social…