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Admissions and advertising: Students’ perception of social media advertising as a recruiting tool
A qualitative study was performed to understand how students perceive, interpret and are influenced by social media advertising during the college search. Students reported that they are open to advertising, expect advertising and assume higher education institutions (HEIs) will engage in business-like activities. Furthermore, they assess the health of HEI brands based on the quality and relevancy of their advertising and interpret frequency and production quality as indicative of education quality. This study focuses on social media advertising in a broad sense.
The full article is available to institutions that have subscribed to the journal
Christopher Huebner is a digital strategist at Up&Up, a higher education branding and marketing agency in Greenville, S.C. He has worked both agency and client-side, where he has planned and executed marketing and recruitment strategies across multiple program types and institutions. His work has been published in Journal of Education Advancement & Marketing and the Journal of Marketing Communications for Higher Education