Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student…

The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat's [(2001). Distance still matters. "Harvard Business…

All universities must achieve legitimacy, as this is essential to attract students, staff, and resources, including funding. To achieve legitimacy in transnational higher education, universities must conform to the rules and belief systems in the host countries. Adopting a case study approach, this research aims to investigate the different…

The enrollment of international students (e.g. students admitted using a F-1 visa into the U.S.) has been increasing continually for the past six academic years in American higher educational institutions. This article explores how Chinese applicants make decisions during their application journey for Master's degree programs in business schools.…

In this study, the author focuses on the issue of country image in destination choice. To examine the relationship between these two variables, the study tests whether mainland Chinese who favor a destination as their ideal first choice for study abroad have a significantly more positive view of that destination's country image than their…

Unquestionably, the role of higher education institutions (HEIs) in society and economy is engorged. The term higher education proposes an educational level above the secondary education with advanced tools of knowledge which enables the students to generate, distribute, and preserve systematic academic knowledge at colleges, universities, and…

A new environment of budgetary cuts and increasing competition is forcing many institutions to become strategic and deliberate in their recruitment efforts. Effective international recruitment practices are dependent more than ever on a deep understanding of student mobility patterns and decision-making processes. The purpose of this research is…

While China continues to be perhaps the most important student recruitment region for many leading international universities, changes in this market, resulting in more regional mobility of students, are fast becoming apparent. This, the increasing penetration and efforts of the traditional recruiting institutions and the entry of new universities…

E-learning is the fastest-growing sub-sector of a $2.3 trillion global education market, and the market for online higher education is estimated to exceed $69 billion by 2015. One way to minimize risk in marketing and selling courses and programs overseas is to understand the environmental factors in taking programs to market in any selected…