Purpose Social media engagement is widely used by the higher education institutions
(HEIs) to improve brand performance through brand image and brand loyalty. This study …

This study aims to analyse the impact of Social Media Marketing in Customer Brand
Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 …

Purpose This study aims to explore the effect of social media engagement on the
determinants of behavioural intention. Specifically, the authors empirically research the …

As organizations are entering social media, determining their current strategy will allow to
combine monitoring and benchmarking methods to foster the identification of opportunities …

Social media interaction continues affecting consumer opinion of a product, so social media
marketing becomes the most accessible marketing channel for brands to reach their …

The organizational impacts of adopting social media have been on the top key concerns of
organizations entering these environments. Organizations are, in fact, allocating time, effort …

Higher education institutions (HEIs) have focused on branding to facilitate meaningful and
productive conversations about their brand values with potential students, given the …

Social media has become one of the most prolific fields for interchange of multidisciplinary
expertise. In this paper, computer science, communication and management are brought …

Organizations have been creating and maintaining a social media presence without a clear
content strategy that permits to measure the return and impact of their communication …

摘要自網路發明以來, 社群網站(social network sites) 已逐漸成為現代網絡連結的重要工具,
愈來愈多人將社群網站應用在各教育階段的教學與班級經營中. 各國高等教育機構更是透過社群 …