Nowadays, social networks incessantly influence the lives of young people. Apart from
entertainment and informational purposes, social networks have penetrated many fields of …

Many schools put a great deal of emphasis on their social media marketing strategies–
updating and maintaining their social media channels with the purpose of building identity …

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

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 …

“Fear of Missing Out”(FOMO) is an all‐consuming feeling that is associated with mental and
emotional stress. Such strains are caused by a compulsive concern that one is missing an …

Recent economic pressures have demanded higher education institutions respond with
strong, authentic brand promises. This mixed method multi-case study explored the …

In the world of social media marketing, colleges and universities can benefit from enhanced
understanding of how prospective students use social media. Due to the ever-evolving …

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

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 …

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