The objective of this study is to determine the relationship of digital marketing as a wide
emerging marketing tool, in developing public relation values for modern business in the …

The extant literature on the use of social media marketing for recruiting higher education
students has an unstructured nature. To address this gap, this paper introduces a novel …

The global economy has brought economic and social changes that have led organizations
to extend their vision beyond consumer and business markets. Particularly, in the marketing …

This paper aims to analyse the institutional communication of universities on social media by
conducting a content analysis of the communication strategy of 70 higher education …

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 …

Institutional communication is becoming a strategic instrument for universities, since it
facilitates the relationships with their various publics and allows positioning of the …

This study aims to develop a strategic view on the role of Social networks marketing (SNM)
regarding Consumer purchase behavior (CPB) in Hungary and considering the Facebook …

Today, being actively present on social networks promotes visibility in the digital
environment. Active Presence requires choosing the platforms that best suit the …

New marketing strategies, new perspectives, and new trends have emerged significantly
due to the COVID-19 pandemic. Many higher education institutions are challenged to adapt …

The present study aims to provide an overview of the digital marketing strategies in social
network services (SNSs) used in America and Europe. This work, unlike previous research …