Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…

Student mobility has increased significantly in the last two decades. With the United States as the most popular location in the world for international students, recruitment of this student population became a priority for many institutions of higher education. The use of international student recruitment agents has become a common practice among…

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…

Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential…

This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing…

This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality,…

Universities websites have become a recruitment tool that is popular with students. Recruitment pages often seek to demonstrate the benefits of studying at the institution by adopting an objective approach that makes use of textual content that emphasises facts and data. Story-based text consisting of alumni experiences of a programme of studies…

This paper focuses on international student mobility and the funding of higher education. We theorize that relying on international students for funding is stronger for institutions in developed English-speaking countries because they more often adopt marketization practices. Compared to Northern and Southern European countries, we find that they…

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…

Australia and New Zealand have enacted legislation to protect international students' rights and the long-term sustainability of their export education sectors. A pivotal, but under-researched, sub-domain of these legislative frameworks is education agent-based international student recruitment. The principal-agent relationships between…

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…

Purpose: How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross "et al.," 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation…

The advent of information and communications technology has changed the way people and organisations function, communicate, transact, recruit, market business and services. To keep pace with the ever-changing business and marketing trends, organisations have integrated information, tools of communication & the boom of internet technology into…

The purpose of this qualitative, phenomenological study is to identify recruitment tools, which may effectively increase international student enrollment at a public, state-assisted university in Texas that does not actively recruit internationally through international travel or dedicated recruitment plans structured for international students.…