The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers' motivations in terms of why they follow a brand's account on Instagram, helping us to understand what specific motives and needs consumers have…

The rise of social media has opened countless opportunities to explore social science questions with new data and methods. However, research on socioeconomic inequality remains constrained by limited individual-level socioeconomic status (SES) measures in digital trace data. Following Bourdieu, we argue that the commercial and entertainment…

Consumerism and its associated discourses have long been associated with schooling. Indeed, the curriculum of schooling has been said to produce a consumer citizen. In this paper, we consider the production of the consumer "teacher" by examining the role social media education influencers play in facilitating the relationship between…

Despite the ubiquity of global university rankings coverage in media and academia, a concerted attempt to investigate the role of social media in ranking entrepreneurship remains absent. By drawing on an affect lens, we critically examine the social media activities of two commercial rankers: Times Higher Education (THE) and Quacquarelli Symonds…

"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

This paper explores a pedagogical approach to marketing research -- an oft required and not desired course for marketing undergraduate students. Marketing research can become a mundane and not-exciting topic of marketing compared to it's siblings of consumer behavior, social media, advertising, and the like. However, incorporating the approach of…

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram…

In this summary of advice from museum social media writers, the author addresses a variety of challenges and opportunities faced by practitioners. From creatively tackling constraints to embracing restraint, the practice of writing for social media within museums stands apart in the pressure to perform while avoiding controversy and the need to…

This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality,…

This study explored the relevancy of media literacy as college students obtained their news and information from social media sites. The past several decades have experienced a transformation from single-sourced, trusted news in newspapers and television to a multi-sourced, unchecked, and growing social media presence. News shapes social and…

This paper explores the potential of a collaborative research laboratory to enhance advertising education by catalyzing student learning, engagement, and faculty interaction. By offering a comprehensive blueprint through this lab, we illuminate how institutions can leverage the benefits of such labs through immersing students in practical consumer…

The aim of this research is to determine the causes of redundant purchasing behavior of university students and the effects of social media usage on redundant purchasing behavior. Quantitative research method is used in the research and relational screening model is preferred. "Social media addiction" and "sustainable consumption…

The emergence of new technologies has changed the way people communicate. Social media have allowed businesses to connect with customers and to market their products more efficiently. However, these platforms also allow customers to share information and opinions with the company and fellow customers, diverting from previous online service…