The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions: Exploring the Mediating Role of Brand Equity, Trust, and Word-Of-Mouth Advertising

The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions: Exploring the Mediating Role of Brand Equity, Trust, and Word-Of-Mouth Advertising

Recently, educational institutions have turned to investing in new technologies to provide digital services to customers as a means of cost control, attracting new customers, and meeting customer expectations. The adoption of these new technologies has become crucial for these institutions as part o...

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Bibliographic Details
Main Authors: Hosna Khorsandi, Behzad Kazemi, Simin Zeynali, Mahsa Mohsenibeigzadeh, Pedram Zarei, Shahin Mirshekari
Format: Article
Language:English
Published: University North 2025-01-01
Series:Tehnički Glasnik
Subjects:
brand equity
educational institutions
intention to use digital services
social media marketing
trust
word of mouth advertising
Online Access:https://hrcak.srce.hr/file/480456
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