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Influence of social media marketing on brand equiry, eWoM intention, and choice intention in higher education institution

Sustainability is increasing important, particularly in higher education institution (HEI) in Malaysia. In order to sustain, social media marketing (SMM) efforts are seemed necessarily to promote customer-based brand equity (CBBE), and as a result lead to electronic word of mouth (eWoM) intention an...

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Bibliographic Details
Main Author:	Loo, Wai Hong
Format:	Final Year Project / Dissertation / Thesis
Published:	2023
Subjects:	H Social Sciences (General) HB Economic Theory
Online Access:	http://eprints.utar.edu.my/6291/ http://eprints.utar.edu.my/6291/1/202306%2D43_LOO_WAI_HONG_LOO_WAI_HONG.pdf

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