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010   $a981-19-5017-2
024 7 $a10.1007/978-981-19-5017-9
035   $a(MiAaPQ)EBC7102625
035   $a(Au-PeEL)EBL7102625
035   $a(CKB)24959537400041
035   $a(PPN)264961188
035   $a(DE-He213)978-981-19-5017-9
035   $a(EXLCZ)9924959537400041
100   $a20220930d2022      u|         0
101 0 $aeng
135   $aurcnu||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aSocial Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions $eCase of Vietnam and Sri Lanka /$fby Charitha Harshani Perera, Rajkishore Nayak, Long Van Thang Nguyen
205   $a1st ed. 2022.
210  1$aSingapore :$cSpringer Nature Singapore :$cImprint: Springer,$d2022.
215   $a1 online resource (284 pages)
311 08$aPrint version: Perera, Charitha Harshani Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions Singapore : Springer,c2022 9789811950162 
320   $aIncludes bibliographical references.
327   $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.
330   $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 theirrespective 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.
606   $aTelemarketing
606   $aInternet marketing
606   $aCustomer relations$xManagement
606   $aAdvertising media planning
606   $aBranding (Marketing)
606   $aDigital Marketing
606   $aCustomer Relationship Management
606   $aMedia Planning
606   $aBranding
615  0$aTelemarketing.
615  0$aInternet marketing.
615  0$aCustomer relations$xManagement.
615  0$aAdvertising media planning.
615  0$aBranding (Marketing)
615 14$aDigital Marketing.
615 24$aCustomer Relationship Management.
615 24$aMedia Planning.
615 24$aBranding.
676   $a016.22
700   $aPerera$b Charitha Harshani$01262202
702   $aNayak$b Rajkishore
702   $aNguyen$b Long Van Thang
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910616358203321
996   $aSocial media marketing and customer-based brand equity for higher educational institutions$93030295
997   $aUNINA