Gender disparity in higher education is changing whereby female are dominating male
students. This paper is an attempt to identify the factors that are causing less male …

This paper explores the characteristics of mobile social media marketing adoption in the
context of digital natives via an extended Mobile Technology Acceptance Model …

The extant literature on the use of social media marketing for recruiting higher education
students has an unstructured nature. To address this gap, this paper introduces a novel …

Purpose Most research has investigated the fear of missing out (FOMO) in the context of
online activities, often associated with negative personal outcomes such as fatigue and …

This study empirically examines different factors that influence students to select universities
in the UAE. The primary data were collected based on a survey of students at two public …

Instagram has become a fundamental tool for information, communication and interaction,
especially among younger individuals. The literature has analysed user interactions on this …

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 …

Social media technologies (SMTs), online brand communities, and social customer
relationship management (SCRM) Capabilities play an indispensable role in the …

Using cross-sectional data from 504 students from four Kenyan universities, this study
evaluates the indirect effect of brand personality on the relationship between social media …

The purpose of this study is to understand the reasons why Japanese higher education
institutions show a lack of digital marketing activities. Specifically, we focused on the …