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Direct linkTaylor, Z. W.; Bicak, Ibrahim – Journal of Marketing for Higher Education, 2020
While academic capitalism pervades many facets of US higher education, this study analyzes paid adwords as a method of academic capitalism in the online marketplace. This article presents findings from a five-month quantitative analysis of paid adwords of the 2018 top "US News & World Report" top 100 national universities. Capturing…
Descriptors: Student Recruitment, Advertising, Universities, Cost Effectiveness
