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Original paper

Social media communication and higher education brand equity: The mediating role of eWOM

Volume: 21, Issue: 1
Published: Apr 29, 2020
Abstract
Beyond its ability to enhance the generation of goals and objectives, understanding an organization's brand equity is a key driver in communicating values to consumers and end‐users. In a very competitive marketplace, it is high time universities ditched the traditional means of communication and comply with the trending social media communication forms so as to better capture both the virtual as well as the real social space of their students...
Paper Details
Title
Social media communication and higher education brand equity: The mediating role of eWOM
Published Date
Apr 29, 2020
Volume
21
Issue
1
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