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Direct linkNguyen, Long; Lu, Vinh Nhat; Conduit, Jodie; Tran, Thanh Thi Ngoc; Scholz, Brett – Higher Education Research and Development, 2021
Social media platforms provide prospective international students with ready access and exposure to information relevant to international higher education institutions and their respective brand images. We examined the extent to which social media engagement and electronic word-of-mouth (eWOM) activities shape prospective students' perceived brand…
Descriptors: Foreign Countries, Social Media, Access to Information, Higher Education
