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Direct linkClark, Melissa; Fine, Monica B.; Scheuer, Cara-Lynn – Journal of Marketing for Higher Education, 2017
The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups,…
Descriptors: Higher Education, Social Media, Mass Media Role, Stakeholders
