Higher education institutions (HEIs) invest substantially in their social media presence for marketing, branding, student engagement, and recruitment purposes. To better understand HEIS' current social media strategies, this study developed a mixed-method approach to analyze Facebook content and posting practices of postsecondary institutions in…

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…

This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid…

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…

We investigate how competing forces interdiscursively manifest in Japan-based higher education through a critical discourse analysis (cf., Fairclough, 1993, 1995) of 86 job advertisements. The academic profession is characterized as exhibiting high mobility, perhaps as academics are more loyal to their specialty fields than the institutions where…

Virtual schooling in America is a complex notion, one riddled with simultaneous claims of provenance coupled with poor achievement results when compared to other forms of schooling. Recruitment practices for virtual schools, specifically available television-length advertisements from a national list of fully online schools, comprised a data set…

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…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

Driven by a shifting landscape and increased competition for students, institutions of higher education (IHE) are working to differentiate themselves to consumers in order to attract new students. These differentiation efforts have increasingly focused on the adult, non-traditional student demographic. As IHEs strive to include claims of quality…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

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…

This chapter is a content analysis focused on the ways US flagship universities portray how they are prepared to support African-American service members in their pursuit of education and professional development upon their reentry into society. The authors present brief overviews of military demographics; historical experiences of African…

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…

Many high school students first "visit" colleges and universities through digital means. For some students, institutional websites are the only exposure they have to the campus until fully admitted and enrolled. Thus, institutional websites are one of the most important media for potential students to secure information, and web presence…

The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and…