The Relationship Between Institutional Marketing and Communications and Black Student Intent to Persist in Private Universities

Abstract

This quantitative correlational study delves into the perceptions of Black students regarding the marketing and communications of four-year private universities and their impact on students' intent to persist to graduation. With a backdrop of declining college enrollment and graduation rates for Black students, this study examines the correlation between institutional marketing and communications and key psychosocial constructs—self-efficacy, well-being, and sense of belonging—which mediate the relationship between students and their educational engagement. Through an analysis of survey data, the study identifies distinct perceptions between Black and white students concerning institutional efforts and assesses the influence of these efforts on student engagement and outcomes. The findings reveal that while institutional marketing shows no significant correlation with self-efficacy, well-being, and sense of belonging, institutional communication holds a positive correlation with these constructs and thereby, with students' sense of belonging, choice of institution, and their intent to persist. The study confirms the Kahu et al. (2017) conceptual framework of student engagement, underscoring the importance of self-efficacy, well-being, and belonging as pivotal for a student's intent to persist. Furthermore, the research highlights the significant role that institutional communication plays in shaping student outcomes, advocating for a conscious effort by university and college administrators to foster an inclusive and supportive environment through their messaging. This study contributes to the understanding of the structural influences within higher education that affect Black students' educational experiences and outcomes, offering implications for policy and practice in institutional marketing and communications.