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Direct linkSyed Asim Shah; Muhammad Haroon Shoukat; Muhammad Shakil Ahmad; Bilal Khan – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Colleges, Reputation, Commercialization, Social Media
Khawaja Fawad Latif; Rabail Tariq; Dilnaz Muneeb; Umar Farooq Sahibzada; Shakil Ahmad – Journal of Marketing for Higher Education, 2024
This research examines the impact of University Social Responsibility (USR) on University Performance (UP) through mediating role of service quality, student satisfaction, university reputation, and student trust. Data were collected from a sample of 586 university students from Pakistan and 311 university students from China. Universities in…
Descriptors: Social Responsibility, Universities, Student Satisfaction, Reputation
Farhat, Kashif; Mokhtar, Sany Sanuri Mohd.; Salleh, Salniza Bt. Md. – Journal of Marketing for Higher Education, 2021
HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand…
Descriptors: Marketing, Institutional Advancement, Student Recruitment, Reputation
