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

This book investigates the impact of social media marketing on customer-based brand equity in higher education institutions, focusing on emerging Asian countries. It draws from social information processing theory and examines how institutions can develop brand equity through social media marketing and subjective norms.

Format: Hardback
Length: 275 pages
Publication date: 01 October 2022
Publisher: Springer Verlag, Singapore

This comprehensive book delves into the profound impact of social media marketing on the customer-based brand equity of higher education institutes. In the fiercely competitive landscape of higher education, where institutions often offer homogeneous services, the quest for innovative marketing strategies has become paramount. Building strong customer-based brand equity has become an essential prerequisite for higher education institutions to differentiate themselves and attract prospective students. Social media-based marketing has played a pivotal role in facilitating communication and collaboration among prospective students, enabling them to gather valuable information about higher education institutions and their respective brand equity.

However, despite the potential benefits of social media marketing in the higher education sector, many models related to customer-based brand equity have received limited support, particularly in emerging Asian countries. Recognizing this gap, this book employs a social information processing theory framework to empirically investigate how higher education institutions can cultivate customer-based brand equity through social media marketing, while also considering the influence of subjective norms mediated by brand credibility. By conducting cross-country comparisons between Sri Lanka and Vietnam, the book offers valuable insights into the strategies and practices that can enhance higher education institutions' branding efforts through social media.

The book proceeds to examine the practical applications and implications of the findings for higher education institutions in developing effective branding strategies through social media. It sheds light on how social media platforms can be leveraged to enhance student engagement, build brand awareness, and foster a positive reputation among stakeholders. The book also discusses the challenges and opportunities associated with social media marketing in higher education, including the need for effective content creation, audience targeting, and risk management.

In conclusion, this book provides a valuable resource for higher education institutions seeking to leverage social media marketing to enhance their brand equity and achieve competitive advantage in the global marketplace. By examining the interplay between social media, customer-based brand equity, and subjective norms, the book offers practical insights and strategies that can help institutions build strong and sustainable brands through social media.

Weight: 612g
Dimension: 235 x 155 (mm)
ISBN-13: 9789811950162
Edition number: 1st ed. 2022