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…

An exploration of the rhetorical contract--i.e., the expectations for appropriate interaction--as it develops in human-computer interaction revealed that direct manipulation interfaces were more likely to establish social expectations. Study results suggest that the social nature of human-computer interactions can be examined with reference to the…