TY  - JOUR 
AU  - Cordero Gutiérrez, Rebeca
AU  - Lahuerta Otero, Eva
PY  - 2020
SN  - 2444-9709
UR  - http://hdl.handle.net/10366/164750
AB  - [EN] Purpose
The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and...
LA  - eng
PB  - Emerald
KW  - Social media advertising
KW  - Facebook ads
KW  - Efficiency
KW  - Advertising efficiency
KW  - Higher education
KW  - Postgraduate programs
KW  - Mixed-methods approach
KW  - DEA
KW  - MDS
KW  - Publicidad en medios sociales
KW  - Facebook ads
KW  - Eficiencia
KW  - Eficiencia publicitaria
KW  - Educación superior
KW  - Programas de postgrado
KW  - Enfoque de métodos mixtos
TI  - Social media advertising efficiency on higher education programs
DO  - 10.1108/SJME-09-2019-0075
T2  - Spanish Journal of Marketing - ESIC
VL  - 24
M2  - 247
ER  -