This paper explores the characteristics of mobile social media marketing adoption in the
context of digital natives via an extended Mobile Technology Acceptance Model …

This study presents a comprehensive systematic review that delves into the multifaceted
elements underpinning strategic brand management within the educational context. The …

Following major strategic policy reforms and transformations in the higher education sector,
branding as a strategic resource has become an integral part of the strategic decisions of …

Instagram has become a fundamental tool for information, communication and interaction,
especially among younger individuals. The literature has analysed user interactions on this …

The interactions of users in social networks have been analyzed in the literature as sources
of information on their ability to generate engagement among stakeholders in higher …

Studies focusing on the effect of graduates' perceived service quality, graduates' satisfaction
and loyalty on graduates' perceived job performance are scarce. Therefore, this study was …

Prior studies have investigated the antecedents of sport application (Sapp) adoption, but few
researchers have concentrated on attitudinal, cognitive and behavioural factors' effects on …

HEIs globally face growing competition that demands new marketing strategies and
practices to leverage the power of social media platforms to increase brand engagement of …

Islamic higher education (IHE) and non-religious/general higher education (GHE) are the
largest forms of higher education institution in Indonesia. IHE has utilized social media as a …

The concept of customer-brand relationship (CBR) is becoming increasingly important.
However, the description of what constitutes student–university brand relationship is …