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Keywords: Self-determination theory
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Journal Articles
Transforming Asian higher education through digital marketing: insights from Vietnamese universities’ Facebook strategies
Available to Purchase
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies 1–32.
Published: 10 February 2026
...Huong Que Hoang; Khoa Tien Tran; Tri Dinh Le Purpose This study aims to examine how Vietnamese universities use Facebook to engage with students through identity-theme content. Drawing on social identity theory and self-determination theory, the research analyses how different content strategies...
