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The hexadecimal color code #122245 is a dark shade of blue. In the RGB color model #122245 is comprised of 7.06% red, 13.33% green and 27.06% blue. In the HSL color space #122245 has a hue of 221 (degrees), 59% saturation and 17% lightness. This color has an approximate wavelength of 472.17 nm.


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EconPapers FAQ Archive maintainers FAQ Cookies at EconPapers Format for printing The RePEc blog The RePEc plagiarism page The impact of social media marketing activities on student desires: analysing the mediating role of brand identity, perceived value, and satisfactionMohammad Zia Mohseni and Saeed Jafari TitkanlooInternational Journal of Internet Marketing and Advertising, 2022, vol. 16, issue 3, 271-296Abstract:With the increasing competitive circumstance in higher education, universities need to identify tools to increase student satisfaction and retention. The purpose of this study was to investigate the impact of social media marketing activities (SMMA) on students' willingness to participate and pursue higher education through the mediating role of brand identity (BI), perceived value (PV), and satisfaction (SAT). The population of the study includes the top four universities in Kabul that use social media to do their marketing activities. For data collection, 373 questionnaires were distributed among the students of these universities. The research model was tested using structural equation modelling technique. The findings show that SMMA's have a positive impact on BI, PV, and SAT. The results of data analysis also show that SMMA's through BI and PV indirectly affect SAT. Also, BI and PV through consent indirectly influence the continuance intention and the participation intention.Keywords: social media marketing activities; SMMA; brand identity; perceived value; satisfaction; higher education. (search for similar items in EconPapers)Date: 2022References: Add references at CitEc Citations: Track citations by RSS feedDownloads: (external link) =122245 (text/html)Access to full text is restricted to subscribers.Related works:This item may be available elsewhere in EconPapers: Search for items with the same title.Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/TextPersistent link: :ids:ijimad:v:16:y:2022:i:3:p:271-296Access Statistics for this articleMore articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises LtdBibliographic data for series maintained by Sarah Parker (Obfuscate( '', 'informationadministrator5' )). var addthis_config = "data_track_clickback":true; var addthis_share = url:" :ids:ijimad:v:16:y:2022:i:3:p:271-296"Share This site is part of RePEc and all the data displayed here is part of the RePEc data set. Is your work missing from RePEc? Here is how to contribute. Questions or problems? Check the EconPapers FAQ or send mail to Obfuscate( '', 'econpapers' ). EconPapers is hosted by the Örebro University School of Business. 041b061a72


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