Pub Date : 2024-01-07DOI: 10.1080/08841241.2024.2301777
Nina Faraoni, Teodoro Luque-Martínez, Luis Doña-Toledo
University reputation is a key element of the institutional strategy, and it is affected by the development of the Internet and digital media as a place for debate and exchange of views. Reputation...
大学声誉是机构战略的一个关键要素，它受到互联网和数字媒体作为辩论和交流场所的发展的影响。声誉...
{"title":"Analysis of university online reputation-visibility. The case of Spanish public universities","authors":"Nina Faraoni, Teodoro Luque-Martínez, Luis Doña-Toledo","doi":"10.1080/08841241.2024.2301777","DOIUrl":"https://doi.org/10.1080/08841241.2024.2301777","url":null,"abstract":"University reputation is a key element of the institutional strategy, and it is affected by the development of the Internet and digital media as a place for debate and exchange of views. Reputation...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"14 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139396348","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-19DOI: 10.1080/08841241.2023.2292107
Ambreen Shahnaz, M. Abid, N. Kanwal
To survive amid fierce competition and reduced government funding, educational institutions struggle at various levels, from launching programs to publicizing them. Consequently, the promotional co...
{"title":"Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses","authors":"Ambreen Shahnaz, M. Abid, N. Kanwal","doi":"10.1080/08841241.2023.2292107","DOIUrl":"https://doi.org/10.1080/08841241.2023.2292107","url":null,"abstract":"To survive amid fierce competition and reduced government funding, educational institutions struggle at various levels, from launching programs to publicizing them. Consequently, the promotional co...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"10 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138825939","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-13DOI: 10.1080/08841241.2023.2292115
Bret Sanner, D. Jang, K. Evans
The objective of this study is to develop knowledge on why some accredited programmes are more distinct. Accreditation and distinctiveness are both important in higher education: maintaining accred...
{"title":"A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness","authors":"Bret Sanner, D. Jang, K. Evans","doi":"10.1080/08841241.2023.2292115","DOIUrl":"https://doi.org/10.1080/08841241.2023.2292115","url":null,"abstract":"The objective of this study is to develop knowledge on why some accredited programmes are more distinct. Accreditation and distinctiveness are both important in higher education: maintaining accred...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"91 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138690583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-12DOI: 10.1080/08841241.2023.2292113
Shrouk Abdelnaeim, Noha El-bassiouny, Christian Hauser
Universities face a lot of challenges, such as increased competition and budget cuts. To overcome these challenges, universities need to consider the role of students as key stakeholders in the val...
{"title":"The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective","authors":"Shrouk Abdelnaeim, Noha El-bassiouny, Christian Hauser","doi":"10.1080/08841241.2023.2292113","DOIUrl":"https://doi.org/10.1080/08841241.2023.2292113","url":null,"abstract":"Universities face a lot of challenges, such as increased competition and budget cuts. To overcome these challenges, universities need to consider the role of students as key stakeholders in the val...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"99 2 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138690785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-11DOI: 10.1080/08841241.2023.2289009
Isabel Sörensen, Daniel Vogler, Silke Fürst, Mike S. Schäfer
Higher education institutions (HEIs) increasingly use social media to communicate with stakeholders and the public. The success of these efforts on individual platforms has been assessed by a growi...
{"title":"Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions","authors":"Isabel Sörensen, Daniel Vogler, Silke Fürst, Mike S. Schäfer","doi":"10.1080/08841241.2023.2289009","DOIUrl":"https://doi.org/10.1080/08841241.2023.2289009","url":null,"abstract":"Higher education institutions (HEIs) increasingly use social media to communicate with stakeholders and the public. The success of these efforts on individual platforms has been assessed by a growi...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"23 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138690655","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-04DOI: 10.1080/08841241.2023.2289020
Quynh Hoa Le, Rachel Fuller, Thu-Hang Hoang, Ninh Nguyen
In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase ...
{"title":"Branding in higher education: a bibliometric analysis and research agenda","authors":"Quynh Hoa Le, Rachel Fuller, Thu-Hang Hoang, Ninh Nguyen","doi":"10.1080/08841241.2023.2289020","DOIUrl":"https://doi.org/10.1080/08841241.2023.2289020","url":null,"abstract":"In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase ...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"212 2","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138506253","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-07DOI: 10.1080/08841241.2023.2275749
Amélia Brandão, Áurea Silva Ramos
ABSTRACTThe COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions’ service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher Education Institutions’ brand equity and, additionally, on social media engagement. A quantitative approach was adopted, using questionnaires among Higher Education Institutions’ students and alumni. The results, obtained through partial least squares structural equation modeling (PLS-SEM), provide evidence of the contribution of the positive valence of electronic word of mouth to brand equity, emotional brand attachment, and social media engagement. The findings suggest customers are becoming more susceptible to positive electronic word of mouth. The research extends current knowledge by demonstrating the relevance of positive valence to electronic word of mouth in Higher Education.KEYWORDS: EWOMbrand equityhigher educationemotional brand attachmentsocial media engagementPLS-SEMSmartPLS Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement","authors":"Amélia Brandão, Áurea Silva Ramos","doi":"10.1080/08841241.2023.2275749","DOIUrl":"https://doi.org/10.1080/08841241.2023.2275749","url":null,"abstract":"ABSTRACTThe COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions’ service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher Education Institutions’ brand equity and, additionally, on social media engagement. A quantitative approach was adopted, using questionnaires among Higher Education Institutions’ students and alumni. The results, obtained through partial least squares structural equation modeling (PLS-SEM), provide evidence of the contribution of the positive valence of electronic word of mouth to brand equity, emotional brand attachment, and social media engagement. The findings suggest customers are becoming more susceptible to positive electronic word of mouth. The research extends current knowledge by demonstrating the relevance of positive valence to electronic word of mouth in Higher Education.KEYWORDS: EWOMbrand equityhigher educationemotional brand attachmentsocial media engagementPLS-SEMSmartPLS Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"34 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476336","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-07DOI: 10.1080/08841241.2023.2275752
Richard Poole, Dom Thompson, David Galloway
This paper investigates influences on the decision-making process, during the consideration of applying to university, for UK further education college students from a widening participation background (Uni Connect). Much previous research has explored the international student recruitment market, however, there is relatively little literature concerning UK home student recruitment, particularly related to widening participation groups. Three semi-structured interviews were conducted with eight, second-year, level 3 vocational students, during their final year of college study. Findings suggest that Uni Connect students seek multiple sources of information and engage with a multitude of touch points, with the context of these interactions playing a significant role in influencing university choice. The exhibition of predominately rational rather than emotive behaviours and the use of multiple touch points, suggests that Uni Connect students take an iterative approach to their decision-making. The decision-making process appears to be individualised, with no equivocal or homogenic pattern emerging.
{"title":"Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study","authors":"Richard Poole, Dom Thompson, David Galloway","doi":"10.1080/08841241.2023.2275752","DOIUrl":"https://doi.org/10.1080/08841241.2023.2275752","url":null,"abstract":"This paper investigates influences on the decision-making process, during the consideration of applying to university, for UK further education college students from a widening participation background (Uni Connect). Much previous research has explored the international student recruitment market, however, there is relatively little literature concerning UK home student recruitment, particularly related to widening participation groups. Three semi-structured interviews were conducted with eight, second-year, level 3 vocational students, during their final year of college study. Findings suggest that Uni Connect students seek multiple sources of information and engage with a multitude of touch points, with the context of these interactions playing a significant role in influencing university choice. The exhibition of predominately rational rather than emotive behaviours and the use of multiple touch points, suggests that Uni Connect students take an iterative approach to their decision-making. The decision-making process appears to be individualised, with no equivocal or homogenic pattern emerging.","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"32 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-25DOI: 10.1080/08841241.2023.2242805
Zichao Nie, Hossein Zarei
A career counseling service (CCS) provides an important measure of student satisfaction and contributes to the shaping of a higher education marketing strategy. However, the body of knowledge in the higher education domain is scant on how a CCS is created and delivered to suit the needs of students and the wider society. This study uses an explorative multiple-case study of the CCS across three different cultural contexts: UK, Italy, and China. The study adopted a service ecosystem perspective, building on contingency theory (i)to analyze the CCS as a tri-level scheme – that is to say, at the micro, meso, and macro levels – and identify the themes and underlying constructs in the co-creation of the CCS at each level and (ii)to highlight the disparities in CCSs across different cultural contexts. Six dominant themes in CCSs emerged – namely, quality assurance, a student-centered approach, mental health, industry collaboration, promotion of service, and digital platforms. The findings revealed that the role of the CCS is transitioning from a mere job placement service to a strategic and administrative function, which interacts with and influences various actors in the higher education ecosystem. Across the different cultural contexts, disparities in the identified themes were ascertained and explained.
{"title":"A cross-cultural study on the career counseling service ecosystem: implications for higher education marketing","authors":"Zichao Nie, Hossein Zarei","doi":"10.1080/08841241.2023.2242805","DOIUrl":"https://doi.org/10.1080/08841241.2023.2242805","url":null,"abstract":"A career counseling service (CCS) provides an important measure of student satisfaction and contributes to the shaping of a higher education marketing strategy. However, the body of knowledge in the higher education domain is scant on how a CCS is created and delivered to suit the needs of students and the wider society. This study uses an explorative multiple-case study of the CCS across three different cultural contexts: UK, Italy, and China. The study adopted a service ecosystem perspective, building on contingency theory (i)to analyze the CCS as a tri-level scheme – that is to say, at the micro, meso, and macro levels – and identify the themes and underlying constructs in the co-creation of the CCS at each level and (ii)to highlight the disparities in CCSs across different cultural contexts. Six dominant themes in CCSs emerged – namely, quality assurance, a student-centered approach, mental health, industry collaboration, promotion of service, and digital platforms. The findings revealed that the role of the CCS is transitioning from a mere job placement service to a strategic and administrative function, which interacts with and influences various actors in the higher education ecosystem. Across the different cultural contexts, disparities in the identified themes were ascertained and explained.","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"6 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135166198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-10DOI: 10.1080/08841241.2023.2267493
Yang Zhou, Ting (Tina) Li, Ping Li, Si Wen
ABSTRACTDespite the dramatic changes COVID-19 brought to international higher education (IHE), studies investigating students’ destination choices for IHE from a pandemic perspective are limited. This study introduces an integrated model combining the destination image-perceived value-behavioral intention framework and protection motivation theory, which includes both promotion and prevention factors and captures students’ destination images regarding COVID-19, to examine factors influencing their destination choices for IHE purposes in the post-COVID-19 era. This study set China as the context, as it is the largest source country in the IHE sector. Data was collected from Chinese university students (N = 346) who were considering studying abroad. Using PLS-based structural equation modeling techniques, the results show that destination image, as a multi-dimensional construct, can be regarded as an important antecedent towards perceived risk, trust in government, and self-efficacy; destination image, trust in government, and self-efficacy positively influence perceived value; and there is a positive relationship between perceived value and destination choice intention. This study provides insights for host governments and educational providers that desire to attract more Chinese students and can help the recovery of IHE after the pandemic.KEYWORDS: International higher educationChinese studentsdestination imageprotection motivation theorydestination choice intentionCOVID-19 pandemic Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Chris Ryan’s Academician Workstation in Hainan Province. The Education Department of Hainan Province [Hnkyzc2023-4]. The specific research fund of The Innovation Platform for Academicians of Hainan Province. Research Project of Educational and Teaching Reform in Higher Education Institutions of Hainan Province [HDJY2233].
{"title":"Predicting Chinese students’ destination choice intentions for international higher education in post-COVID-19: combining the image-value-behavior framework and protection motivation theory","authors":"Yang Zhou, Ting (Tina) Li, Ping Li, Si Wen","doi":"10.1080/08841241.2023.2267493","DOIUrl":"https://doi.org/10.1080/08841241.2023.2267493","url":null,"abstract":"ABSTRACTDespite the dramatic changes COVID-19 brought to international higher education (IHE), studies investigating students’ destination choices for IHE from a pandemic perspective are limited. This study introduces an integrated model combining the destination image-perceived value-behavioral intention framework and protection motivation theory, which includes both promotion and prevention factors and captures students’ destination images regarding COVID-19, to examine factors influencing their destination choices for IHE purposes in the post-COVID-19 era. This study set China as the context, as it is the largest source country in the IHE sector. Data was collected from Chinese university students (N = 346) who were considering studying abroad. Using PLS-based structural equation modeling techniques, the results show that destination image, as a multi-dimensional construct, can be regarded as an important antecedent towards perceived risk, trust in government, and self-efficacy; destination image, trust in government, and self-efficacy positively influence perceived value; and there is a positive relationship between perceived value and destination choice intention. This study provides insights for host governments and educational providers that desire to attract more Chinese students and can help the recovery of IHE after the pandemic.KEYWORDS: International higher educationChinese studentsdestination imageprotection motivation theorydestination choice intentionCOVID-19 pandemic Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Chris Ryan’s Academician Workstation in Hainan Province. The Education Department of Hainan Province [Hnkyzc2023-4]. The specific research fund of The Innovation Platform for Academicians of Hainan Province. Research Project of Educational and Teaching Reform in Higher Education Institutions of Hainan Province [HDJY2233].","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"124 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136358511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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