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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions Case of Vietnam and Sri Lanka

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 strategi...

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Bibliographic Details
Main Authors: Perera, Charitha Harshani, Nayak, Rajkishore (Author), Nguyen, Long Van Thang (Author)
Format: eBook
Language:English
Published: Singapore Springer Nature Singapore 2022, 2022
Edition:1st ed. 2022
Subjects:
Telemarketing
Internet Marketing
Customer Relationship Management
Branding (marketing)
Media Planning
Branding
Advertising Media Planning
Customer Relations / Management
Digital Marketing
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Table of Contents:
  • Chapter 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

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