This research aims to identify the factors influencing Higher Education Institutes (HEIs) to adopt Social Media (SM) for marketing communication. The research was conducted through a qualitative study by interviewing SM managers of selected Pakistani HEIs. Data was analyzed using NVivo 11 to identify emerging themes. The findings revealed several internal and external factors encouraging HEIs to adopt SM marketing. Internal factors reflected the internal dynamics or beliefs within the HEIs that encouraged them to use SM for their marketing communication, whereas external factors were environmental changes, not in direct control of HEIs, but believed to contribute towards their decision to use SM. The internal factors included the belief of applicants, increased interest of senior management towards SM, perception of cost-effective promotional tool, induction of young staff, perception of SM as a modern communication tool and move towards paperless communication. The external factors included SM preference as a mode of communication, declining value of traditional marketing communication tools, E-Life inclination, presence of competitors & unofficial SM accounts of HEIs and their self-driven nature. This study draws focus towards the underlying intentions of HEIs for their SM presence and compares these motivations with other organizations. This has enabled filling in the gaps in the literature regarding the roots of SM marketing in the context of HEIs. From a practical perspective, the findings of this study will enable HEIs to compare their SM motives with other industries. A major difference found was the absence of motivation on the part of HEIs to use SM. This is in contradiction to other industries that put relationship building with customers as one of the primary motives to use SM.

This research aimed to explore factors influencing purchase intention towards fashion jewellery in Pakistan. Due to the dearth of research in this domain, an inductive research approach based on qualitative research methodology was adopted. Data was collected through semi-structured in-depth interviews and netnography. In-depth interviews were conducted with 30 consumers of fashion jewellery in the twin cities of Pakistan (i.e. Islamabad and Rawalpindi). Netnography was based on an analysis of online reviews and blogs of fashion jewellery products. The findings of this research identified several products, brand, and customer/market factors that are believed to contribute positively towards purchase intentions towards fashion jewellery. Product-related factors include durability, level of differentiation, fashion innovativeness, fine finishing, and price promotions. Brand factors were based on brand reputation, available variety, perceived authenticity, and the online presence of brands. In terms of market dynamics, factors such as individualistic culture, increasing trend of purchase of fashion jewellery, and celebrity endorsements are playing their positive role towards positive purchase intentions of fashion jewellery products. The findings of this research have added to the missing literature regarding fashion jewellery in Pakistan. Further, it has provided insight into fashion jewellery brands regarding critical factors, which they can focus on to positively influence the purchase intention of potential buyers.

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 was collected via Netnography method, based on six months usage of SM accounts of seven selected HEIs of Pakistan, out of 225, which exhibited active SM presence. HEIs were found using nine different content types on SM. The content types that showed highest utilization of functional blocks, i.e. endorsements and promotional-messages, were amongst the least preferred content types of HEIs. However, their most preferred content types, i.e. event coverage & announcements, showed lowest engagement level, and were seen contributing towards lower stages of brand building i.e. brand image and awareness only, thus reflecting a myopic focus of HEIs in terms of their brand building through SM. Findings of this study will enable HEIs to revisit their content preference on SM based on the desired branding objectives. This research has extended theoretical knowledge regarding SM Marketing in context of HEIs. Further, it has extended comprehension of various functional blocks of SM, in organizational context, based on literature review. Keywords: Social Media Marketing, Brand Equity, Honeycomb Framework, Higher Education Institutes.

Limited research on Social Media (SM) marketing by Higher Education Institutes (HEIs) primarily focuses on understanding important practices followed to enhance students’ engagement on SM or its association with different branding constructs. However, there is dearth of research that can guide regarding practices negatively influencing SM based communication between HEIs and Students. This research explores these limiting factors affecting optimal students’ engagement on SM. A qualitative exploratory research methodology was adopted based on in-depth interviews and Netnography. 25 interviews were conducted and 6 months content analysis of Facebook account of selected HEIs was carried out for Netnography. The findings revealed different content and non-content factors negatively influencing students’ engagement on SM. Content related factors included poor design of SM content, lack of informality, inconsistent content posting and content posting during office hours. Whereas non-content related factors include selective platform presence, selective response to students' queries, fearful attitude towards official SM and absence of incentives for students to engage on SM. All these factors are believed to affect different stages of Customer Engagement including Connection, Interaction, Loyalty and Advocacy. Findings of this study have enabled gaining empirical knowledge regarding negative practices on SM, highlighted above, that shall be avoided to attain optimal results for SM marketing communication and learning how these practices affect different stages of students’ engagement on SM.

ABSTRACT   Purpose: Building upon a human-centered approach, knowledge management considers organizations to be complex systems that spring from the unique organizational contexts in which they are developed. The aim of the present study was to empirically investigate how knowledge practices impact innovation by inquiring into the employees’ intention to stay in the organization and the role of employee recognition.