So when does that break down? How do out-of-state students respond differently to social media marketing compared to in-state students?

The biggest difference between out-of-state students and in-state students that I found was out-of-state students are just more reliant on that digital information, right? Ultimately, when students are making this decision, the big factors, and the way this decision's kind of broken up is there's a couple phases here.

The ones my study focused on was the search phase, which is where students are just initially learning and, and identifying schools that they may be interested in.

And then that choice phase, which is them taking their top universities and, and making that final decision.

During that search phase, the things that really influence students are extracurriculars available by the university, university prestige and status, but then feedback from alumni, from friends, from family.

Like, that was such a massive influencer.

Uh, students a lot of times know somebody or are somehow connected with someone at their local institution, right? So they can find someone within their in-state options to say, "Oh, my Aunt Sally went there.

You told me you were go- you were working on this, and so I just wanna ask you, what do you think the institutions should understand about what's coming?