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This article explores single-mothers' experiences regarding the schooling of their children. Because most research on home-school relations has been derived from samples of two-parent families, little is known about single parents' perspectives on their children's education. Drawing on in-depth interviews with eight single mothers in Hong Kong using a textural sociological approach, this article illuminates the essential, hard-to-capture qualities of single-mothers' everyday lives focusing on how they manage childrearing priorities, how they rationalize their childrearing beliefs and practices, and how they navigate relationships with their children's teachers, schools and the wider community. The implications include identifying ways for schools and teachers to support single-mother families in their children's education. The study also extends the existing literature on home-school relations providing a textural understanding of diverse family lives.

This study explores the mechanisms that underlie the effect of school marketing strategies on parents' perceived school attractiveness, particularly emphasizing the mediating role of parents' perceptions of being welcomed in urban schools. Additionally, we investigated how schools' marketing strategies work differently among parents with different value orientations toward schooling. Structural Equation Modeling and Cluster Analysis Data were applied to analyze 510 questionnaires collected from parents. Two experiential marketing strategies, namely, one-way disseminating materials and interactive social networking, impacted parents' perceived attractiveness of schools differently with the feeling of being welcomed mediating the relationship between parents and schools. Additionally, parents' value orientations toward schooling could be classified into three profiles. The results suggest that schools should consider parents' needs and preferences concerning their children's schooling and employ appropriate marketing strategies to engage different types of parents. To facilitate this outcome, individualized interaction is necessary to accommodate the diverse needs of parents. The overall structural equation model validates the mechanism of experiential marketing in influencing parental perceptions, and the cluster analysis underscores the need to explore the complex relationship between parents' educational priorities and their interpretation of marketing strategies. [ABSTRACT FROM AUTHOR]