Abstract:The purpose of this research was to explore how HEIs are using Social Media (SM) as a marketing communication tool and to understand their branding focus through SM. It was investigated by understanding the utilization of functional blocks of SM by HEIs, which are believed to contribute towards elements of brand equity. Utilization of functional blocks of SM was studied through theoretical lens of honeycomb framework of SM. This study used qualitative methodology, based on inductive research approach. The data… Show more
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