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001449966 001__ 1449966
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001449966 005__ 20230310004501.0
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001449966 019__ $$a1347024047
001449966 020__ $$a9789811950179$$q(electronic bk.)
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001449966 020__ $$z9811950164
001449966 020__ $$z9789811950162
001449966 0247_ $$a10.1007/978-981-19-5017-9$$2doi
001449966 035__ $$aSP(OCoLC)1346531176
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001449966 050_4 $$aLB2342.82
001449966 08204 $$a378.1/07$$223/eng/20221018
001449966 1001_ $$aPerera, Charitha Harshani,$$eauthor.
001449966 24510 $$aSocial media marketing and customer-based brand equity for higher educational institutions :$$bcase of Vietnam and Sri Lanka /$$cCharitha Harshani Perera, Rajkishore Nayak, Long Van Thang Nguyen.
001449966 264_1 $$aSingapore :$$bSpringer,$$c2022.
001449966 300__ $$a1 online resource
001449966 336__ $$atext$$btxt$$2rdacontent
001449966 337__ $$acomputer$$bc$$2rdamedia
001449966 338__ $$aonline resource$$bcr$$2rdacarrier
001449966 5050_ $$aChapter 1. Introduction -- Chapter 2. Literature Review -- Chapter 3. Research Model and Hypotheses -- Chapter 4. Methodology and Methods -- Chapter 5. Quantitative data Presentation and Analysis: Descriptive Analysis -- Chapter 6. Quantitative data Presentation and Analysis: Inferential Analysis -- Chapter 7. Discussion -- Chapter 8. Conclusion.
001449966 506__ $$aAccess limited to authorized users.
001449966 520__ $$aThis book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
001449966 650_0 $$aUniversities and colleges$$xMarketing.
001449966 650_0 $$aUniversities and colleges$$zVietnam$$xMarketing.
001449966 650_0 $$aUniversities and colleges$$zSri Lanka$$xMarketing.
001449966 650_0 $$aSocial media in education.
001449966 650_0 $$aSocial media in education$$zVietnam.
001449966 650_0 $$aSocial media in education$$zSri Lanka.
001449966 650_0 $$aBranding (Marketing)
001449966 655_0 $$aElectronic books.
001449966 7001_ $$aNayak, Rajkishore,$$eauthor.
001449966 7001_ $$aNguyen, Long Van Thang,$$eauthor.
001449966 77608 $$iPrint version: $$z9811950164$$z9789811950162$$w(OCoLC)1331707792
001449966 852__ $$bebk
001449966 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-981-19-5017-9$$zOnline Access$$91397441.1
001449966 909CO $$ooai:library.usi.edu:1449966$$pGLOBAL_SET
001449966 980__ $$aBIB
001449966 980__ $$aEBOOK
001449966 982__ $$aEbook
001449966 983__ $$aOnline
001449966 994__ $$a92$$bISE