In today's competitive environment, higher education needs to find an effective way to
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …

National cultures and their impact on electronic word of mouth: a systematic review | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Social media marketing facilitated prospective students to communicate and collaborate to
gather information relevant to higher education institutions and their respective brand equity …

Purpose The purpose of this study is to investigate how electronic word of mouth (eWOM)
affects purchase intention and brand equity, and to further examine the mediating role of …

Despite a surge of empirical work on paid Massive Open Online Courses (MOOCs), a review
of factors that drive the sales of them remains unexplored. The study aims to consolidate the …

Universities, particularly cash-strapped, expect their students to re-enrol for postgraduate
studies after the successful completion of their undergraduate studies. For two decades …

Demystifying the effect of social media usage and eWOM on purchase intention: the mediating
role of brand equity | Emerald Insight Books and journals Case studies Expert Briefings Open …

Purpose The aim of this paper is to explore the relationship between perception of service
quality, student satisfaction, switching barriers on behavioural intentions among private …

Each year, final year high school students choose the university that they would prefer to
attend. Past studies have found that family, friends, course availability, university reputation …

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 …