Why universities in emerging countries should invest in social media marketingWhy should higher education institutions in emerging countries invest in social media rather than flashy marketing campaigns to develop brand credibility and brand equity? Charitha Harshani Perera, Rajkishore Nayak, and Long Thang Van Nguyen explainCharitha Harshani Perera, Rajkishore Nayak, Long Thang Van Nguyen Northumbria University, RMIT University Vietnam