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 dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions…

The positive impact of work-integrated learning (WIL) is well-known, but there are substantial gaps in the literature related to the benefits Indigenous students receive and Indigenous students' perspective on those benefits. This article reports on a mixed methods research project into Indigenous students' perspectives on their curricular WIL…

Institutions of higher education have been traditionally tasked with the challenge of educating individuals for a changing economy and society. As the economy and education drive innovation, highly skilled workers are required to keep up the new status quo. However, as the perceived value of higher education shifts, institutions of higher…

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,…

Chinese students studying abroad have been increasing rapidly in the past decades and become a significant financial contribution to receiving countries. Accordingly, understanding their enrollment choice is essential to facilitate college marketing and admission strategies. Though the decision process is believed to be different from domestic…

This study explores the perspectives of Black men on terminology often used in college access and success recruitment and programmatic materials. The authors suggest that deficit models often result in student enculturation and arise from linguistic complexity and misunderstandings. The findings provide avenues for student affairs professionals to…

The Mentors Matter Recruitment initiative leveraged state administrative data to recommend and successfully recruit more instructionally effective and experienced teachers to serve as clinical mentors, which, in turn, increased pre-service teachers' readiness to teach. Prior results, however, focus on self-reported outcomes and stem from a single…

In this theoretical paper, we reflect on the optimistic neoliberal fantasies that are played out in today's education, even though that they rarely live up to their promises. Inspired by Lauren Berlant's concept of cruel optimism, and psychoanalytical thinkers as Slavoj Žižek and Ilan Kapoor, and their focus on concepts such as fantasy, desire,…

This study focused on changes in the self-efficacy of 48 men and women pre-service teachers in a Thai computer Teacher Education program. Their self-efficacy levels were measured before and after attending the Pre-service Teacher Support System (PTSS). A shorter version of the Teacher Sense of Efficacy Scale and assessment of the desire to become…

In 2020, the coronavirus disease (COVID-19) plagued the United States, becoming one of the greatest disruptions to the U.S. higher education system in history. Affecting every aspect of institution's operations, prospective fall 2020 and beyond students were impacted greatly by the interruption of traditional college recruitment practices which…

Undocumented students face significant barriers in accessing postsecondary education. Previous research has focused on how individuals and schools impacted their experiences of enrolling in college. This critical qualitative study of "testimonios" with 15 undocumented Latina/o students examines how their families shaped and supported…

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 higher education sector faces challenges in attracting students due to increasing competition, disruptive forces of online education, social media and employment orientation of education. A differentiating factor can be created by focusing on student-teacher relationships by creating positive learning experiences inside the classroom. The…

The decline in undergraduate enrollment at American colleges and universities, particularly highlighted by a drop of nearly 500,000 students in Fall 2021, continues to reflect broader challenges facing higher education. Factors contributing to this trend include the enduring effects of the COVID-19 pandemic, economic instability, shifting…