This research investigates the impact of social media marketing (SMM) on brand loyalty of
education institutions. With the rising utilization of social media platforms in higher …

Digitalization has a positive impact marketing on how business interact with customers. The
aim of this paper is to critically examine the adoption of digital marketing, digital media …

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

In many nations, including Pakistan, students in higher education use social media as a
common means of communication. Even while research suggests that using social media in …

Instagram has become a fundamental tool for information, communication and interaction,
especially among younger individuals. The literature has analysed user interactions on this …

Social media have become an integral part of people's lives worldwide, particularly for
students in higher education, most of whom belong to Generation Z. Hence, there is a need …

The virtual brand community has become an important marketing tool for companies. A
successful brand community marketing strategy should attract a large number of consumers …

The increasing number of short videos have permeated people's daily life and played a vital
role in information dissemination. However, the burgeoning video's form brings challenges …

Purpose This study evaluates the mediating role of social media entertainment on social
information (content) and social media performance, during the COVID-19 era …

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