Purpose This paper aims to examine the influence of social media communications,
particularly firm-generated content (FGC) and consumer-generated content (CGC) on …

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 …

The extensive use of social media in higher education marketing has attracted substantial
research interest, which, however, appears fragmented to offer clear pathways. This …

Islamic higher education (IHE) and non-religious/general higher education (GHE) are the
largest forms of higher education institution in Indonesia. IHE has utilized social media as a …

The resurgence of green marketing engrossed the phenomenon of greenwashing,
misleading and deceiving consumers with false claims about the firms' environmental …

Purpose This study explores the intricate relationship between social media communication,
consumer attitude and purchase intention within the context of lifestyle category products …

Building and maintaining brand loyalty is crucial for every organisation in such competitive
business environment and organisations in the hospitality industry are not spared. Hotels …

Purpose This study investigates the role of social media brand posts on customer response
and whether said impacts foster engagement in brand co-creation behaviors, especially in …

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity
among Higher Education Institutions. Previous research has uncovered the impact of …

Creating brand posts that stimulate customer interaction in online communities is both vital
and challenging to marketing managers. Using social communication process theoretical …