There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

Teacher education programs at small liberal arts colleges and universities are among the most vulnerable to decreased enrollment, yet they are uniquely positioned to provide well-rounded future teachers and educational leaders for a democratic society. To inform recruitment efforts, this study examined students' perceptions of teaching careers and…

The 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…

Following the relevant literature on higher education services, the objective of this study explores how the higher education perceived value outlines students' satisfaction with the service and their migration intentions. Data from 1,150 university students in Macedonia was collected and analyzed using Partial Least Squares Structural Equation…

University students as members of Generation Z (late 1990s and early 2000s) have rich experience in living the digital life. Previous studies show that Generation Z cares about their privacy and is more apt than older generations to implement complex privacy and security measures, but they are also more willing to compromise their privacy if they…

This study investigated factors that influenced university students' intentions to use smart applications in flipped learning (FL) in Thailand flipped classrooms (FC) by extending the technology acceptance model (TAM) as the research model. Eight variables including relative advantage (ADV), peer influence (PI), school support (SS), reputation…

The "campus loans" crisis has highlighted the importance of financial literacy among Chinese college students. Based on an analysis of 2,266 valid questionnaires, this study utilized survey data and logistic regression to examine the correlations between demographic and behavioral factors and financial literacy among students. The…

It is critical to investigate the major factors that influence the perceived value and satisfaction of international students in Malaysia, as the country has seen a decrease in international students since 2017 and strives to become an international education hub. This research aims to: (1) ascertain the level of satisfaction experienced by…

The present study explores the effect on student satisfaction and student loyalty of higher education service quality dimensions. Ensuring quality improvement and implementation of strategies for the tertiary education sector has become critical. Moreover, the study also tests the mediating impact of university reputation and external prestige…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…

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…

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

Purpose: The purpose of this paper is to investigate those factors that are associated with the adoption of social networking sites from the perspective of Muslim users residing in Malaysia. Design/methodology/approach: A complete self-administered questionnaire was collected from 223 Muslim users of social networking sites in Malaysia. Both…

Universities' reputations are built in part on graduates' assessments of the quality of education they received. What do these assessments tell us? Are graduates' judgments of quality based on their experiences as students or on their later job satisfaction, that is, on process or on outcomes? The objective of this study was to assess the extent…

An image assessment study was conducted by a young, rapidly growing, public university to provide accurate and timely direction for student recruitment and communications activities. The study consisted of opinion and attitude surveys mailed to 4,500 current students and 22,000 alumni. The survey explored student and alumni satisfaction with…