Given the importance of content that integrates into consumers' daily lives, marketing
academics are becoming more interested in content marketing. Although academics have …

This sco** review of research explores which disciplines have studied social media as it
relates to education and, more broadly, use by students of high school and college age. The …

El propósito del estudio fue extender el modelo SERVQUAL adicionando la actitud del
cliente a las tres principales dimensiones como componentes de la medición de la calidad …

Management Research: Applying the Principles of Business Research Methods supports
new researchers on every step of the research journey, from defining a project to …

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

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

Universities are increasingly utilising social media for student recruitment, the most highly
used channel for prospective students. However, research on information gathering and …

Public communication has become more important to higher education institutions (HEIs),
with many HEIs using social media to communicate with stakeholders. However, scholarship …

In the world of social media marketing, colleges and universities can benefit from enhanced
understanding of how prospective students use social media. Due to the ever-evolving …

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 …