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Direct linkTaylor, Z. W.; Bicak, Ibrahim – Journal of Marketing for Higher Education, 2020
While academic capitalism pervades many facets of US higher education, this study analyzes paid adwords as a method of academic capitalism in the online marketplace. This article presents findings from a five-month quantitative analysis of paid adwords of the 2018 top "US News & World Report" top 100 national universities. Capturing…
Descriptors: Student Recruitment, Advertising, Universities, Cost Effectiveness
Taylor, Z. W.; Childs, Joshua; Bicak, Ibrahim; Alsmadi, Izzat – Interchange: A Quarterly Review of Education, 2019
University ranking systems influence a wide range of educational stakeholders, including students, faculty members, and campus administrators. Of these ranking systems, the "U.S. News & World Report" ranking of colleges and universities has been the subject of much research. However, little research has examined specific "U.S.…
Descriptors: Universities, Achievement Rating, Reputation, Institutional Characteristics
