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Direct linkSong, Bee Lian; Lee, Kim Lian; Liew, Chee Yoong; Subramaniam, Muthaloo – International Journal of Educational Management, 2023
Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…
Descriptors: Social Media, Reputation, Marketing, Higher Education
