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Today's higher education environment has become increasingly competitive and universities need to assume a strategic approach in communication with prospective students. Numerous studies have shown that modern digital communication channels are increasingly more used to promote the attributes of universities, while traditional channels are no longer considered that important. The principal aim of this study is to examine the importance of certain attributes and communication channels thedoi:10.22190/teme1703557g fatcat:ojg4s3b7wvhf7avcilof3rhzca