Methodology and Methods

Charitha Harshani Perera (), Rajkishore Nayak () and Long Van Thang Nguyen ()
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Charitha Harshani Perera: Northumbria University
Rajkishore Nayak: RMIT University
Long Van Thang Nguyen: RMIT University

Chapter Chapter 4 in Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions, 2022, pp 137-168 from Springer

Abstract: Abstract According to Eldabi et al. (Manag Dec 40:64–73, 2002), a methodology is “a system of explicit rules and procedures, upon which the research is based and against which knowledge claims are evaluated”. Krippendorff (Content analysis: an introduction to its methodology. Sage Publications, 2018) stated that methodology provides a language for talking about the process of research. Accordingly, this chapter discusses the research methodology and methods employed to achieve the aims and objectives of the current study, which are concerned with identifying the relationship between social media marketing and customer-based brand equity, incorporating other marketing constructs related to higher education sectors in Sri Lanka and Vietnam.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-5017-9_4

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DOI: 10.1007/978-981-19-5017-9_4

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