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Brand Engagement on Social Media and Its Impact on Brand Equity in Higher Education: Integrating the Social Identity Perspective
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Perera, Charitha Harshani; Nguyen, Long Thang Van; Nayak, Rajkishore – International Journal of Educational Management, 2023
Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…
Descriptors: Reputation, Marketing, Higher Education, Norms