高等教育机构的社交媒体营销和基于客户的品牌权益：越南和斯里兰卡案例

English | 292 pages | Springer; 1st ed. 2022 edition (October 1, 2022) | 9811950164 | PDF | 7 Mb

This 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.

英文| 292页|施普林格；2022年第1版（2022年10月1日）| 9811950164 | PDF | 7 Mb 本书考察了社交媒体营销对高等教育机构基于客户的品牌资产的影响程度。由于其服务的同质性，高等教育机构在竞争激烈的环境中运作，并始终寻求新的营销策略以在市场上具有竞争力。因此，建立以客户为基础的品牌资产已成为高等教育机构吸引潜在学生的关键。基于社交媒体的营销促进了潜在学生的沟通和协作，以收集与高等教育机构及其各自品牌资产相关的信息。然而，许多基于客户的品牌资产模型在高等教育领域得到的支持有限，特别是在新兴的亚洲国家。因此，借鉴社会信息过程

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