Purpose: This study investigates the antecedents of student loyalty towards universities. This study offers new insights into postgraduate loyalty in the context of the Malaysian higher education industry. Design/methodology/approach: Partial least squares structural equation modelling is used to analyse data obtained from a survey of 231…

This dissertation has two components: social media fundraising and e-commerce. The first component of social media fundraising discusses social media users' charitable content generation in essay 1 and charitable giving in essay 2. In essay 1, we examine how reciprocity of followees affects social influence on users' charitable content generation.…

In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…

This paper analyses the returns to education of specific occupations in Canada. The purpose is to scrutinize whether and in how far academic and vocational education do differ in monetary benefits regarding individual returns. Therefore, two different methodologies of calculation are used to compute the concrete returns to education. As a result…

Institutions have increased the practice of tuition discounting, that is, the strategic use of price discrimination. During the past 30 years, both the average percent discount given to students and the proportion of students receiving tuition breaks have increased. As this practice has increased, there are financial determinants and implications…

This research was designed to expand the applications of Psychological Distance (PD) Theory by studying the effects of time on the importance of criteria used to evaluate institutions of higher learning. It is intended to help administrators market more effectively by determining how future intentions (to go back to school someday) transition into…

Asian Americans are often depicted as a highly successful group, attaining advanced levels of education and upward mobility. However, research indicates Southeast Asian Americans are underrepresented in higher education and earn less bachelor degrees than East Asian Americans. To explore the phenomenon of unequal representation between Southeast…