Background: Many studies have been conducted on higher education institutions (HEI) regarding advertising, promoting, branding, social media marketing, and student enrollment. We investigated the gap in these studies by using bibliometric analysis and comprehensive science mapping in the field of HEI online marketing and brand awareness. Methods: The study used a web-based application, biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive analysis. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022.The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study. Results: We found that HEI online marketing and brand awareness have not been explored much. The study highlighted that HEI online marketing is a topic that has been developing but has not reached the stage of maturity. Publications on this topic have decreased since 2020. Also, the role of brand awareness in student enrollment decision for HEI requires more investigation. The ways in which brand awareness affects the choice of HEI should be studied. Most of the publications were from sources like higher education, higher education advertising and technology. Conclusions: This subject has been researched, but not much. This paper has given a path for interdisciplinary approaches that can be further explored in the field of higher education and marketing. Further, it gives opportunity to examine publications patterns through different authorships, co-authors, collaborations, relevant sources and citations. The insights of this paper will help education policymakers to devise more creative strategies to increase enrollment. This would give an in-depth understanding of this field to the readers.

The aim of this paper is to identify the relationship between factors of online marketing and enrolment decision in higher education. With increasing number of higher education institutions, it has become important for these institutions to attract students for enrollment and this paper will help them to do so. With extensive literature review the gap was identified and impact of online marketing on each step of college selection process is tested data was collected from various colleges from Nepal. The sample size of the data was 800 and data was collected through structured questionnaire. SPSS and AMOS software were used to analyze the data. Factor analysis has been done and Structural Equation Modeling has been used in the study to show the relationship between the variables. Findings of the study showed that there is a significant relationship between factors of online marketing and enrollment decision in higher education.These findings will be helpful for higher education institutions for increasing the enrollment number.

The increasing competition in higher education institutions has made brand awareness an integral part of their marketing activity, to increase the student enrollment rate. The study investigates the factors of brand awareness and its relationship with each stage of a student’s enrolment decision process, keeping the student’s gender as a moderator. Primary and secondary sources were used to do the research. A structured questionnaire was framed and data was collected from 1000 students from management colleges and schools. Factor analysis, Structural equation modelling and moderation analysis are used in the study. The finding reveals that there is a relationship between brand awareness and students' decision-making process. Even when a student’s gender is acting as a moderator, the impact of factors of brand awareness can be seen at each stage of the decision-making process. All five hypotheses were accepted. Factors of brand awareness were identified. These factors showed a significant impact on students' enrolment decision process, even when moderated by students’ gender. The article contributes to understanding the role of brand awareness in each stage of enrollment in students’ decision-making for higher education institutions. These institutions should focus more on brand awareness programs as it may result in an increase in student enrollment numbers for a higher education institutions.