The impact of social media marketing activities on student desires : analysing the mediating role of brand identity, perceived value, and satisfaction
Mohammad Zia Mohseni, Saeed Jafari Titkanloo
| Year of publication: |
2022
|
|---|---|
| Authors: | Mohseni, Mohammad Zia ; Titkanloo, Saeed Jafari |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 16.2022, 3, p. 271-296
|
| Subject: | brand identity | higher education | perceived value | satisfaction | SMMA | social media marketing activities | Online-Marketing | Internet marketing | Markenimage | Brand image | Kundenzufriedenheit | Customer satisfaction | Studierende | Students | Social Web | Social web | Markenführung | Brand management | Hochschule | Higher education institution | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
Online Resource