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 …

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

Digitalization has a positive impact marketing on how business interact with customers. The
aim of this paper is to critically examine the adoption of digital marketing, digital media …

Globalization has increased the demands placed on higher education and increased
competition among universities. In response, institutions of higher education have started to …

As the higher education market becomes increasingly competitive, Chinese universities are
competing to develop brand marketing programmes on social media platforms, with …

Purpose This study evaluates the mediating role of social media entertainment on social
information (content) and social media performance, during the COVID-19 era …

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 …

In recent years, social media has provided higher education institutions with new means of
communication with their target groups. In this study, research was conducted on top public …

Creating brand posts that stimulate customer interaction in online communities is both vital
and challenging to marketing managers. Using social communication process theoretical …

Universities face tough choices about how to allocate tight budgets. A frequent question is
whether a significant investment in research that is crucial for the university's position in …