Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement Clark, M., Fine, M.B., & Scheuer, C. (2017). Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40-58.
Clark et al. provide an analysis of how institutions are leveraging social media to gain a following for potential students and also to engage current students in community building to build their argument for relationship quality as marketing.