The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries

Social media marketing facilitated prospective students to communicate and collaborate gather information relevant higher education institutions their respective brand equity. More complex dynamic models focusing on customer-based equity often lack empirical support in sectors, particularly from more than one country. Drawing the elaboration likelihood model, this study empirically investigated how can develop using social marketing. The quantitative findings 936 undergraduates Sri Lanka Vietnam indicated influences of through credibility. Taking into comparison between two emerging countries, Vietnamese are concerned about credibility activities form compared Lankan counterparts. provide some practical implications for educational marketers promote institutions.