| 书目名称 | Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions |
| 副标题 | Case of Vietnam and |
| 编辑 | Charitha Harshani Perera,Rajkishore Nayak,Long Van |
| 视频video | |
| 概述 | Examines how social media marketing influences brand equity for services in emerging countries.Develops a theoretical framework drawing from signaling theory and social information processing theory.C |
| 图书封面 |  |
| 描述 | 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 compari |
| 出版日期 | Book 2022 |
| 关键词 | Social media marketing for high education institutions; Social media marketing and brand equity; Socia |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-981-19-5017-9 |
| isbn_softcover | 978-981-19-5019-3 |
| isbn_ebook | 978-981-19-5017-9 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapor |
发表于 2025-3-21 19:59:22
