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,…

The digitization of academic practices has transformed how research output is shared and discussed, with academic social network sites (ASNS) like Academia.edu and ResearchGate emerging as pivotal platforms. However, their uptake and implications in contexts like Latin America still need to be explored. This study examines the emerging tensions…

What if being world-class is bad for universities? By playing the status game, UK higher education has forfeited public trust and our right to growth. What other sector would stall in an era of surging demand, as our addressable market expands from young people to all adults? We need new forms of higher education to maintain our share of the…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

College affordability concerns have led to new "solutions" for financing college costs, such as income share agreements (ISAs). Drawing on a racialized understanding of academic capitalism, we explore the intersection of higher education, markets, and the state in how ISAs are marketed by two public universities. We find ISAs are…

The multi-billion-dollar university rankings industry purports to offer insights into the quality of institutions, but the extent to which it does so has consistently been refuted. Critics argue that problematic proxies, composite indexing, homogenising effects, and several other issues make them both unscientific and neo-colonial. This article…

This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively…