As competition for student enrollment and funding among universities increases, higher
education institutions (HEI) need to critically endeavor to implement and offer high quality …

The use of online social networks (OSNs) has increasingly attracted attention from scholars'
in different disciplines. Recently, student behaviors in online social networks have been …

The landscape in consumer marketing is changing due to the rise in popularity of social
media. This shift has also affected how higher education institutions build relationships with …

As firms gather increasing amounts of data, the question of how future marketers can use
these data to make their marketing more relevant and to make a strategic difference …

From the perspective of service science and its core concept of value co-creation, promoting
learner engagement is critical for learning outcomes in a non-formal online learning …

This study presents a research framework based on the underlying richness of social media
capacity (usefulness) at the individual level of youngsters regarding their contribution to …

Purpose This paper fulfills a prominent need to examine some overlooked predictors of
consumer engagement in an online setting. This study aims to explore whether and how …

Purpose In today's global and highly competitive climate among universities, educational
developers and instructors have focused more on trying to make the student experience …

Purpose This paper aims to investigate teacher students' perceptions, intentions,
experiences, attitudes, opinions and barriers concerning social media use and impact of …

This study aims to present a literature review on the phenomenon of higher education co-
creation, converging the marketing and management literature with the education literature …