Two anecdotes on this front: First, I'm currently pursuing a master's degree because doing MOOCs left me hungry for more.
Second, a whole lot of the questions in the end-of-class survey for the most recent MOOC I completed where things like, "My opinion of [University] has improved since taking this course," and, "I am considering applying at [University]."
Second, a whole lot of the questions in the end-of-class survey for the most recent MOOC I completed where things like, "My opinion of [University] has improved since taking this course," and, "I am considering applying at [University]."