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Pringle, James; Fritz, Samantha – Journal of Marketing for Higher Education, 2019
Recent economic pressures have demanded higher education institutions respond with strong, authentic brand promises. This mixed method multi-case study explored the authenticity of common brand promises at three Universities in Canada through Twitter and Facebook postings from February to April 2016 using a cloud-based text and network analytic…
Descriptors: Social Media, Marketing, Universities, Foreign Countries
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Cao, Joanne T.; Foster, Jamye; Yaoyuneyong, Gallayanee; Krey, Nina – Journal of Marketing for Higher Education, 2019
While on-campus student housing availability has been shown to improve retention, the interdependence between students and providers in creating the value of campus living has not been explored. This paper, therefore, draws on theories from marketing and education to investigate the role of shared responsibility in educational service outcomes…
Descriptors: College Housing, Student Participation, College Students, Participative Decision Making
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Shafaei, Azadeh; Nejati, Mehran; Maadad, Nina – Journal of Marketing for Higher Education, 2019
The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…
Descriptors: Reputation, Marketing, College Faculty, Student Attitudes
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Davari, Mehraneh; Noursalehi, Payam; Keramati, Abbas – Journal of Marketing for Higher Education, 2019
In this research, a combination of both quantitative and qualitative approaches is used to identify different market segments in the education industry. To solve the research problem, an exploratory approach to data mining is used and, using a series of interviews with experts, the factors affecting segmentation are identified. Then, using the…
Descriptors: Data Analysis, Competition, Expertise, Research and Development
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Shields, Alison B.; Peruta, Adam – Journal of Marketing for Higher Education, 2019
In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data…
Descriptors: Social Media, College Choice, Decision Making, Information Seeking
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Huml, Matt Ryan; Pifer, N. David; Towle, Caitlin; Rode, Cheryl R. – Journal of Marketing for Higher Education, 2019
College athletics is currently in the midst of a building boom in which universities are competing with each other to reach an always-increasing standard of lavish athletic facilities. While these facilities are costing in the tens or hundreds of millions of dollars, little research is examining the return on investment for athletic programs. The…
Descriptors: Physical Education Facilities, College Athletics, Student Recruitment, Team Sports
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K. Massoud, Hiba; Ayoubi, Rami M. – Journal of Marketing for Higher Education, 2019
We reveal the current level of flexible admission systems (FAS) at UK universities, and explore its impact on student enrollment rates. We employ quantitative analysis techniques for data collected and customized from the Higher Education Statistics Agency (HESA) in the UK, during the period 2010-2015. To understand the impact of FAS on student…
Descriptors: Correlation, College Admission, Enrollment Trends, Universities
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Garza Salgado, Esperanza; Royo Vela, Marcelo – Journal of Marketing for Higher Education, 2019
The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research…
Descriptors: Reputation, Higher Education, Institutional Characteristics, Marketing
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Pizarro Milian, Roger; Rizk, Jessica – Journal of Marketing for Higher Education, 2019
The last two decades have witnessed an explosion in the growth and sophistication of post-secondary education (PSE) marketing. Education scholars have taken notice, both decrying such developments and studying its emerging characteristics. However, to date, empirical studies of PSE marketing have focused on mainstream secular organizations. Few…
Descriptors: Marketing, Christianity, Higher Education, Church Related Colleges
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Darawong, Chonlatis; Sandmaung, Mukdashine – Journal of Marketing for Higher Education, 2019
This article aims to examine the impact of five different dimensions of service quality on student satisfaction in international programs of higher educational institutions. Data were collected from 398 students who have experienced services provided by the faculties and staff in international programs of higher education institutions in Thailand.…
Descriptors: International Education, Educational Quality, Higher Education, Student Attitudes
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Mwenda, Amanda Bridget; Sullivan, Miriam; Grand, Ann – Journal of Marketing for Higher Education, 2019
Universities are no longer limited to traditional media platforms for recruitment advertising; increasingly, institutions are using online videos and social media to promote themselves locally and internationally. We analysed a sample of 81 YouTube videos that promote Science, Technology, Engineering, and Mathematics (STEM) courses in 40…
Descriptors: Universities, Marketing, Video Technology, STEM Education
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Yao, Qingjiang; Martin, Mary C.; Yang, Hsin-Yen; Robson, Scott – Journal of Marketing for Higher Education, 2019
Based on a representative sample of students from four public universities in a Midwestern state, this study finds that universities' campus diversity has positive influences on their students' diversity awareness and social trust and no negative effects on those universities' internal brand identification. Diversity awareness and ethnic identity…
Descriptors: State Universities, Student Attitudes, Student Diversity, Trust (Psychology)
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Nguyen, Thuy; Sun, Qin; Ganesh, Gopala – Journal of Marketing for Higher Education, 2019
This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…
Descriptors: Role, Decision Making, Foreign Students, Marketing
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Zhu, Yimei – Journal of Marketing for Higher Education, 2019
Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student…
Descriptors: Longitudinal Studies, Social Media, Marketing, Higher Education
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Missaghian, Rod; Pizarro Milian, Roger – Journal of Marketing for Higher Education, 2019
Research on promotional behavior within higher education has exploded over the last two decades, spurred on by the intensification of student recruitment. To date, studies have focused on mapping the content of conventional promotional texts (e.g. viewbooks, web sites), to identify how institutions depict themselves through them. By comparison,…
Descriptors: Marketing, Higher Education, Student Recruitment, Web Sites
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