Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

“…The most frequent actions related to e-WOM are the generation of blog content, or sharing opinions among those close-by [54], [58], [59], these actions being especially valued by potential students of MOOC courses. [35].…”

“…A large part of the success of the expansion of these micro-learning platforms lies in the use of Social Media Marketing (SMM) as an important information channel for the education sector and its users [33] by allowing consumers to relate and interact individually with brands [2], [34], including the education sector [35], where the use of blogs or social networks to communicate [6] or create online reviews [35] is frequent.…”

“…In this sense, although the number of research studies on micro-learning has increased considerably in recent years, more research is still needed [52]. The same is true when talking about educational branding, because although it is known that branding is fundamental in any economic sector, including education, so far the number of studies that relate e-learning to branding in general are scarce [35], [53].…”

Analyzing the Effect of Social Media Use, Perceived Value, Brand Trust and Electronic Word of Mouth on Brand Equity: The Mediating Role of Brand Image: An Applied Study on Egyptian Banking Sector

“…Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base (Ray et al, 2021). Brand equity is considered a vital tool to diagnose the relationship between consumers and brands (Han et al, 2021).…”

“…On the research level, brand equity as a concept has been studied by several researchers and has gained a focal interest in the past three years (Sharique, 2019;Ray et al, 2021;Tran et al, 2021;Han et al, 2021;Wang et al, 2021;Algharabatet al, 2020;Veloutsoua, 2020). Various factors influencing brand equity, such as store image, speed of delivery, advertisements, promotions, consumer perceived value, e-word of mouth and brand image (Taleghani, 2011).…”