This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and theirrespective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Tabela de Conteúdo
Chapter 1. Introduction.- Chapter 2. Literature Review.- Chapter 3. Research Model and Hypotheses.- Chapter 4. Methodology and Methods.- Chapter 5. Quantitative data Presentation and Analysis: Descriptive Analysis.- Chapter 6. Quantitative data Presentation and Analysis: Inferential Analysis.- Chapter 7. Discussion.- Chapter 8. Conclusion.
Sobre o autor
Dr.Charitha Harshani Perera is a lecturer at the Faculty of Business and Law, Northumbria University, United Kingdom. Charitha Harshani Perera has completed her Ph.D. in the School of Business and Management at RMIT University. Her research interests are branding, and consumer behaviour in digital marketing platforms. Over the years, she has built a broad area of expertise across the marketing discipline. Her research has been published in several journals, and at international conferences. She is actively engaged in digital marketing and branding activities, and she has already completed several certificate courses in digital marketing to advance her knowledge in the field of marketing.
Rajkishore Nayak is currently working as an Associate Professor at the Centre of Communication and Design, RMIT University, Vietnam. He completed his Ph.D. from the School of Fashion and Textiles, RMIT University, Australia. He has around 20 years of experience in teaching and research related to Fashion and Textiles. He is working in collaboration with some universities in Africa, Europe, and Asia. He has more than 150 journal publications, 13 books, 30 book chapters and 25 conference publications. He has received the RMIT excellence in Learning & Teaching 2019 Award, the RMIT Research Excellence Award 2015, RMIT Excellence in Research and Teaching 2012 and the RMIT University Teaching and Research Excellence Award-2012 and RMIT University International Scholarship- 2008. He worked with the School of Fashion and Textiles, RMIT University, Australia, from 2012 to 2016 in teaching and research.
Dr. Long Van Thang Nguyen is a Senior Lecturer at the School of Communication and Design at RMIT University, Vietnam. His research interests are sustainability, health communication, work-integrated learning, and collective empowerment in cyberspace. His research has been published in the Health Communication, Journal of Hospitality and Tourism Management, Journal of Strategic Marketing, Australasian Marketing Journal, and a range of global conferences (AMA, Service Frontier, EMAC, ANZMAC). Prior to joining academia, Long spent a decade working in sales and marketing and held a range of senior management roles in several hospitality organizations including the Ascott Limited in Singapore and Saigontourist in Vietnam.
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