In recent years, there has been an influx of research in higher education (HE) branding,
which has emerged as an important strategy for HE institutions to gain a competitive …

Abstract The coronavirus (COVID-19) outbreak in the China has exposed small-and medium-
sized enterprises (SMEs) to a variety of challenges, some of which are potentially life …

This study investigated the impact of perceived interactivity on behavioral intention in the
context of virtual conferences in the post-COVID-19 era. With academic conferences moving …

Our paper discusses how sustainable education has evolved at higher education institutions
(HEIs) during the COVID-19 pandemic by embracing digitalization and novel technologies …

This study sheds light on a new category of students in higher education marketing literature–
namely, occupational followers. We draw on expectancy-value theory, occupational …

Purpose This study aims to examine the impacts of the forced shift to online/hybrid learning
on international students' perceptions and behaviour. It aims to understand the direction of …

Purpose The objective of the research is to evaluate the experiential branding practices of a
higher education institution (HEI) in India against student perceptions. Design/methodology …

This study analyzed the social media communication of six higher education institutions
(HEIs) in Poland during the COVID-19 pandemic within the context of university social …

The upsurge in information and communication technology is considered a key determinant
for higher education. Moreover, green innovation is also the main catalyst of higher …

Integrated marketing communication (IMC) involves the seamless coordination of
communications and marketing media within organizations. While scholars in higher …