This study investigated factors that influenced university students' intentions to use smart applications in flipped learning (FL) in Thailand flipped classrooms (FC) by extending the technology acceptance model (TAM) as the research model. Eight variables including relative advantage (ADV), peer influence (PI), school support (SS), reputation…

Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…

The prime objective of this paper is to identify the factors that influence service quality of education mediating by institutional image in tertiary education perspective. To reach this aim, the Nordic model was applied as a theoretical base of the study. Program quality as a technical quality as well as industrial link and student satisfaction…

Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

Purpose: The purpose of this paper is to investigate those factors that are associated with the adoption of social networking sites from the perspective of Muslim users residing in Malaysia. Design/methodology/approach: A complete self-administered questionnaire was collected from 223 Muslim users of social networking sites in Malaysia. Both…

The purpose of this study is to examine the impact of perceived brand orientation, intercultural friendship, and university reputation on international students' course satisfaction and continuance behavioral intention towards the higher education in Malaysia. A total of 348 questionnaires, administered on international students, were collected to…

This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior-- namely, participation behavior and citizenship behavior. Drawing upon a sample of 379 students and using structural equation modeling, the…

This paper argues that student orientation (SO) is a high order construct that should be measured formatively rather than reflectively. Using a discovery-oriented approach, conducted by supplementing educational and marketing literatures with in depth interviews from 23 academic staff in seven different universities, the authors identified three…

Purpose: The purpose of this study is to investigate the effect of Malaysian public universities' service quality on international student satisfaction, institutional image and loyalty. Design/methodology/approach: A total number of 400 questionnaires were distributed to international students, selected using convenience sampling technique, at…

This study examines and compares word of mouth (WOM) behaviour among university students in Syria. To date, little is known about this important phenomenon which is surprising given the deregulated education market in Syria that allows for private universities to compete for students alongside public universities. Using a mixed methods research…

Purpose: The study aims to examine structural relationships of product features, brand name, product price and social influence with demand for Smartphones among Malaysian students'. Design/methodology/approach: Data collected from 320 valid pre-screened university students studying at the pubic higher learning institution in Federal Territory of…

Growing concern among academics, policymakers and educators to address credit abuse among college students prompts a need for greater understanding of the determinants of these negative behaviors. The present study investigates the impact of individuals' money attitudes on both negative and positive credit behaviors within a single empirical model…