The extant literature on the use of social media marketing for recruiting higher education students has an unstructured nature. To address this gap, this paper introduces a novel method called 'algorithmic document sequencing' (ADS) that links the key findings of 43 relevant articles procured from all databases to one another on the use of social…

This article is a longitudinal comparative case study exploring the market position of Saint Joseph's University and Villanova University -- two private Catholic institutions in Philadelphia, Pennsylvania. At one time, Saint Joseph's and Villanova shared a number of similar characteristics in student demand, faculty characteristics, student…

Veterans are a growing student population in institutions of higher education in the U.S., and universities adopt a variety of marketing efforts to recruit them. With a focus on university marketing messages as a targeted and public way for universities to attract student veterans, the current study examines how student veterans are framed and…

The COVID-19 pandemic disrupted global student mobility, leading to sharp declines in international student enrollment at U.S. higher education institutions (HEIs). Research on the effects of the pandemic highlights key challenges faced by international students, including financial instability, mental health concerns, and experiences of racism…

University rankings have gained prominence in tandem with the global race towards excellence and as part of the growing expectation of rational, scientific evaluation of performance across a range of institutional sectors and human activity. While their omnipresence is acknowledged, empirically we know less about whether and how rankings matter in…

Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

Smaller colleges and universities feel an increasing urgency to respond to an enrollment cliff, a decline in student matriculation created by demographic changes and the convenience and efficacy of online teaching modalities. This research study investigated the impact of digital maturity on enrollment in small colleges with registration of less…

Charities are facing a crisis in recruiting board trustees. Additionally, boards have been criticised for lacking diversity and being unrepresentative of society. The purpose of this paper is to propose a solution to the problem of trustee recruitment, by considering university business students as trustees. Through an analysis of advertised…

Literature suggests that the international student industry faces increasing risk, given the substantial dependence on a few source countries. Inbound international student mobility (ISM) data of leading higher education (HE) destination countries were examined, with China and India as the source countries. This study classifies Australia, Canada,…

Businesses need well-trained project managers but recruiting students to this field is a challenge. This three-part study examines motivational factors that influence students to pursue a project management degree, industry requirements for project management careers, and graduate program marketing messages. The purpose of the study is to…

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…

With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is…

This paper aims to explain the unsuccessful relationship between the awareness of prominent international education brands and enrollment intention. A serial mediation model encompassing perceived congruity and brand attitude was developed and was tested using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique involving 132…

This paper presents the first systematic investigation into the search engine optimization practices of major contract cheating websites in the United States. From a business perspective, visibility in organic search engine results is considered one of the top client recruitment tools. The current understanding of student recruitment strategies by…

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…