Social Media Marketing And Customer Based Brand Equity For Higher Educational Institutions

Author : Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen
Publisher : Springer Nature
Page : 284 pages
File Size : 51,7 Mb
Release : 2022-09-30
Category : Business & Economics
ISBN : 9789811950179

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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions by Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen Pdf

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 strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Author : Xi Li,Qingyu Zhang,Luluo Peng,Tomoki Sekiguchi,Kui Yi
Publisher : Frontiers Media SA
Page : 348 pages
File Size : 53,5 Mb
Release : 2023-11-02
Category : Science
ISBN : 9782832538111

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Language and culture in organization and consumer behaviors by Xi Li,Qingyu Zhang,Luluo Peng,Tomoki Sekiguchi,Kui Yi Pdf

Author : Fethi Calisir,Orhan Korhan
Publisher : Springer Nature
Page : 382 pages
File Size : 49,6 Mb
Release : 2020-03-16
Category : Technology & Engineering
ISBN : 9783030424169

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Industrial Engineering in the Digital Disruption Era by Fethi Calisir,Orhan Korhan Pdf

This book gathers extended versions of the best papers presented at the Global Joint Conference on Industrial Engineering and Its Application Areas (GJCIE), held on September 2–3, 2019, in Gazimagusa, North Cyprus, Turkey. It covers a wide range of topics, including decision analysis, supply chain management, systems modelling and quality control. Further, special emphasis is placed on the state of the art and the challenges of digital disruption, as well as effective strategies that can be used to change organizational structures and eliminate the barriers that are keeping industries from taking full advantage of today’s digital technologies.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 2012 pages
File Size : 43,6 Mb
Release : 2022-05-13
Category : Computers
ISBN : 9781668462881

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Research Anthology on Social Media Advertising and Building Consumer Relationships by Management Association, Information Resources Pdf

Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

Author : Mohd Suki, Norazah
Publisher : IGI Global
Page : 391 pages
File Size : 55,9 Mb
Release : 2020-09-04
Category : Business & Economics
ISBN : 9781799847731

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Handbook of Research on Technology Applications for Effective Customer Engagement by Mohd Suki, Norazah Pdf

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.

Author : Tripathi, Purnendu
Publisher : IGI Global
Page : 388 pages
File Size : 46,5 Mb
Release : 2013-05-31
Category : Business & Economics
ISBN : 9781466640153

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Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices by Tripathi, Purnendu Pdf

Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

Author : Pantano, Eleonora
Publisher : IGI Global
Page : 405 pages
File Size : 46,8 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466682986

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Successful Technological Integration for Competitive Advantage in Retail Settings by Pantano, Eleonora Pdf

The advent of new technologies has been an impetus for rapid development in several industries, including the area of retail services. These recent advances push industry leaders to infuse new innovations into their various systems and processes. Successful Technological Integration for Competitive Advantage in Retail Settings examines the various effects of changing markets and subsequently how these changes cause retailers to meet consumer demand by integrating more sophisticated, advanced innovations in their daily practices. Focusing on corporate strategies, innovation management, and relevant case studies, this book is a pivotal reference source for researchers, practitioners, and developers interested in recent innovation trends within the retailing industry.

Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 50,5 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337

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Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer by Dadwal, Sumesh Singh Pdf

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 52,8 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author : Kevin Lane Keller
Publisher : Unknown
Page : 31 pages
File Size : 52,9 Mb
Release : 2001
Category : Brand loyalty
ISBN : OCLC:248146907

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Building Customer-based Brand Equity by Kevin Lane Keller Pdf

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1865 pages
File Size : 53,7 Mb
Release : 2021-05-28
Category : Computers
ISBN : 9781799890218

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Research Anthology on Strategies for Using Social Media as a Service and Tool in Business by Management Association, Information Resources Pdf

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.

Author : Dr. Md. Uzir Hossain Uzir,Profession Dr. Abu Bakar Abdul Hamid,Dr. Ts. Dr. Ahmad Shaharudin Abdul Latiff,Israq Jerin
Publisher : Partridge Publishing Singapore
Page : 241 pages
File Size : 48,7 Mb
Release : 2021-05-06
Category : Technology & Engineering
ISBN : 9781543764765

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Brand Loyalty in Bangladesh by Dr. Md. Uzir Hossain Uzir,Profession Dr. Abu Bakar Abdul Hamid,Dr. Ts. Dr. Ahmad Shaharudin Abdul Latiff,Israq Jerin Pdf

A brand is a valuable asset, and loyalty to a particular brand is the source of revenue and profitability of the business. Brand loyalty is significant for the business growth and expansion of companies in the electronics sector. A populated country, Bangladesh has a substantial expenditure on electronic appliances, and the demand for these household items increases over the period; however, customers are not always loyal to a particular brand. Marketing literature shows that customer satisfaction and brand confidence directly affect brand loyalty, and brand trust mediates their relationship. Due to the technological advance of social media, technology has an essential role in the customer's decision to buy household appliances. The existing literature has not focused on this massive demand for electronic appliances, customer satisfaction, loyalty, trust, and social media's significant role in consumer buying behavior. The book shoed the investigation of the effect of customer satisfaction and brand trust of electronic home appliances on brand loyalty and the mediating role of brand trust in customer satisfaction and trust relationship. The study also examined the extent to which customers believe social media information influences them. The study gathered data from 523 Bangladeshi respondents from Dhaka by conducting a survey. The data were analyzed with SPSS and CB-SEM (AMOS) for the hypothesis test. The findings revealed that customer satisfaction and brand trust significantly impact brand loyalty, and social media moderates those significant relationships. The result of the study contributed to the expectancy-disconfirmation theory, trust-commitment theory, brand loyalty theory, and theory of reasoned action by presenting empirically-based insight into customer satisfaction, brand trust, and brand loyalty constructs in electronic home appliances in Bangladesh. In addition, the results provided a practical insight into marketing and brand management. They suggested the practicing managers in developing product quality with customer preference, building trust through maintaining brand image and creating awareness among the customers, and considering the significance of social media and its usage. The research used probabilistic sampling techniques, both rural and urban customers, only a single home appliance, and PLS-SEM statistical tool for analysis. Future researchers could focus and include other variables such as price or advertising; consider loyalty separately, and use both urban and rural customers to have better predictions.

Author : Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti
Publisher : IGI Global
Page : 366 pages
File Size : 48,8 Mb
Release : 2017-09-13
Category : Business & Economics
ISBN : 9781522529224

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Driving Customer Appeal Through the Use of Emotional Branding by Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti Pdf

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Author : Lee, In
Publisher : IGI Global
Page : 362 pages
File Size : 52,8 Mb
Release : 2014-06-30
Category : Business & Economics
ISBN : 9781466661837

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Integrating Social Media into Business Practice, Applications, Management, and Models by Lee, In Pdf

"This book provides the most up-to-date research findings and future directions for customer relationship management in contemporary enterprises, covering a wide range of topics such as management issues, innovative ideas, state-of-the-art business applications, and evaluation of social media products and services"--Provided by publisher.

Author : Siska Noviaristanti
Publisher : CRC Press
Page : 378 pages
File Size : 46,9 Mb
Release : 2022-09-07
Category : Business & Economics
ISBN : 9781000778120

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Contemporary Research on Management and Business by Siska Noviaristanti Pdf

This book contains 74 selected papers presented at the 5th International Seminar of Contemporary Research on Business and Management (ISCRBM 2021), which was organized by the Alliance of Indonesian Master of Management Program (APMMI) and held in Jakarta, Indonesia on 18 December 2021. This online conference was hosted by the Master of Management Program of Indonesia University. This year, ISCRBM focused on research related to driving sustainable business through innovation. Business has had to deal with the Covid-19 pandemic, so a new approach towards managing business to survive competition is indispensable. Innovation is the key for all organizations in surviving in the new normal and beyond. The Seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in the business and management area to reflect on the issues, challenges and opportunities, and to share the latest innovative research and best practices. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resource, marketing, operation, finance, strategic management and entrepreneurship. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.