The extant literature on the use of social media marketing for recruiting higher education students has an unstructured nature. To address this gap, this paper introduces a novel method called 'algorithmic document sequencing' (ADS) that links the key findings of 43 relevant articles procured from all databases to one another on the use of social…

Veterans are a growing student population in institutions of higher education in the U.S., and universities adopt a variety of marketing efforts to recruit them. With a focus on university marketing messages as a targeted and public way for universities to attract student veterans, the current study examines how student veterans are framed and…

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,…

The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

This paper presents the first systematic investigation into the search engine optimization practices of major contract cheating websites in the United States. From a business perspective, visibility in organic search engine results is considered one of the top client recruitment tools. The current understanding of student recruitment strategies by…

Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level…

We analyze the role of institutional founding conditions and institutional legacy for universities' self-representation in terms of diversity. Based on 374 universities located in the Czech Republic, France, Germany, Hungary, Italy, and Poland, we can differentiate between a more idealistic understanding (logic of inclusion and equality) and a…

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

As the technological world continues to grow and expand, the use of social media marketing continues to increase. Graduate programs looking to increase the number of applications received can turn to Facebook to market their programs. This study looks at the use of self-presentation, from a graduate program level of Facebook use, to create content…

Historically, community college enrollment is impacted by the economy--the better the economy, the less students seek a community college education. The enrollment at Marion Technical College (MTC) in Florida generally has followed this trend. Prior to COVID-19, the economy in the United States was seeing unprecedented growth and, thus, MTC's…

Purpose: This study aims to recognize the significance of branding in the academic field to enhance students' loyalty. The research has examined the effect of e-word of mouth as a moderator on loyalty and exploring the intention to get enrollment variable as a mediator in the context of higher education institutes. In order to establish…

Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

Social media has revolutionized communication and changed how society accesses and receives information. As social media has become more prevalent, companies' advertising and marketing strategies worldwide have changed. In order to reach their target audience, organizations, including universities, have shifted their marketing plans to include…

In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

Instagram has become a fundamental tool for information, communication and interaction, especially among younger individuals. The literature has analysed user interactions on this social network to determine the extent to which they are capable of generating engagement. The purpose of this study is to explore the ability of the official Instagram…