The higher education (HE) sector has witnessed escalating competition, resulting in an
increase in scholarly interest. Despite this, a comprehensive review of the existing literature …

The growth of the Internet has led to massive availability of online consumer reviews. So far,
papers studying online reviews have mainly analysed how non-textual features, such as …

Purpose This study explores the connection between intellectual capital (IC) components
and the competitive advantage (CA) of the hospitality sector in Jordan through the mediating …

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 The purpose of this paper is to identify the effect of radical innovation and
incremental innovation on the competitive advantage of Jordanian industrial companies and …

Some researchers and marketing practitioners still rarely study comprehensively and in-
depth the role of advertising and sales promotion in improving brand image and customer …

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

Purpose In response to global competitive challenges, universities recently started
develo** better strategies for branding. Branding has been used as a differentiation …

This study aimed to identify the variables that influence the reputation of universities and
student satisfaction, which in turn affects the loyalty of students of higher education. The …

As the higher education market becomes increasingly competitive, Chinese universities are
competing to develop brand marketing programmes on social media platforms, with …