Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands

Kethüda, Önder

doi:10.1080/08841241.2022.2059733

Cited by 10 publications

(4 citation statements)

References 62 publications

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“…However, because the word-of-mouth notion in the two above mentioned studies was slightly different, the author devised the measuring item grounded on the concept given in the previous section. The institution credibility items as a complement to the SMMA concept in the context of higher education were retrieved from Kethüda (2022) and Merchant et al (2015) . Brand equity measurement items, which included its two elements (brand awareness and brand image), were extracted from Seo and Park (2018) .…”

Section: Methodsmentioning

confidence: 99%

Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator

Ruangkanjanases

Sivarak

Wibowo³

et al. 2022

Front. Psychol.

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In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.

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Section: Methodsmentioning

confidence: 99%

Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator

Ruangkanjanases

Sivarak

Wibowo³

et al. 2022

Front. Psychol.

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“…Financial incentives, like scholarships, often serve as strong motivators for enrollment decisions. The reputation and ranking of the university can significantly influence perceptions of quality and desirability (Kethüda, 2022). Additionally, the cost of tuition and fees is a critical factor in enrollment decisions, impacting affordability and accessibility.…”

Section: Literature Reviewmentioning

confidence: 99%

AI-Driven Sustainable Video Marketing Strategies: Harnessing Deep Learning Algorithms to Sustainable Advertising Campaigns with Special Reference to the Education Industry

Ediriweera,

Fernando,

Pramudika

2024

AJMM

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Purpose: This research explores the interplay between deep learning algorithms, trust in sustainable advertising, and prior knowledge of deep learning algorithms in shaping perceptions of sustainable advertising in the context of education. The study aims to uncover the impact of these factors on sustainable advertising and examine the moderating role of prior knowledge of deep learning algorithms. Design/methodology/approach: The study employs a quantitative research design, utilizing a structured survey instrument for data collection. Simple random sampling techniques were used to select participants from a population of 194,366 1st year students. Data analysis includes multiple regression, mediation analysis, and moderation analysis using Hayes PROCESS Model 58. Findings: The results reveal significant positive effects of deep learning algorithms (independent variable) and trust in sustainable advertising (mediator variable) on sustainable advertising (dependent variable). Prior knowledge of deep learning algorithms (moderator variable) also has a positive influence on sustainable advertising. Trust on sustainable advertising mediates the relationship between deep learning algorithms and sustainable advertising. However, above mediator relationship is negatively moderated by prior knowledge of deep learning algorithms. This suggests that prior knowledge can weaken the positive impact of trust. Originality: This research contributes to the understanding of how AI-driven marketing strategies, trust, and knowledge influence sustainable advertising perceptions. It offers valuable insights into the moderating role of prior knowledge in this context. Implications: The findings have implications for educational institutions and marketing practitioners. They suggest that deep learning algorithms and trust in sustainable advertising can positively impact sustainable advertising perceptions. However, practitioners should be cautious in situations where individuals have high prior knowledge, as trust can reduce impact. Educational institutions can use these insights to optimize their marketing campaigns and foster sustainable advertising in the education sector. Limitations of the study include the reliance on self-reported data and the potential for response bias, which may affect the generalizability of the findings. For future research, investigating the role of other potential moderators and mediators in the relationship between deep learning algorithms and sustainable advertising could provide a more comprehensive understanding of this phenomenon. Keywords: Deep Learning Algorithms, Education Industry, Prior Knowledge of Deep Learning Algorithms, Sustainable Advertising, Trust in Sustainable Advertising

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“…On the one hand, a growing number of researchers believes that the WURs are biased in terms of ranking values and are somewhat flawed in their methodology and that the unintended negative consequences of the WURs for the higher-education system even outweigh their potential value [13][14][15][16][17]. On the other hand, the WURs are still widely used as a tool and continue to exert influence on the higher-education system [18][19][20][21]. Many scholars believe that the creation of this paradox may be related to the new public management and neoliberal reforms in the field of higher education [22][23][24][25].…”

Section: Introductionmentioning

confidence: 99%

Explaining the Paradox of World University Rankings in China: Higher Education Sustainability Analysis with Sentiment Analysis and LDA Topic Modeling

Wen

Zhao

et al. 2023

Sustainability

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The development of the World University Rankings (WURs) has produced the following paradox. On the one hand, the WURs are often criticized for their ranking methodology and logic. On the other hand, the WURs are growing in influence worldwide. Universities are caught in a vicious cycle of pursuing indicators, which has a negative impact on the sustainability of higher education. In order to explain the development paradox of WURs, this research uses sentiment analysis and Latent Dirichlet Allocation (LDA) topic modeling to understand how the WURs thrive amid controversy by analyzing the emotion and cognition in 18,466 Chinese public comments on the WURs. The research found that (1) although the Chinese public has mixed feelings about the WURs, the overall sentiment is positive; (2) the Chinese public perceives the WURs through four main perspectives: standpoint cognition, dialectical cognition, interest cognition, and cultural cognition; and (3) the public is more concerned about whether their standpoints are met, whether their interests are reflected, and whether their individual experiences are verified but rarely think about the problems of ranking from a dialectical perspective. The need for ranking has always existed but the issue of ranking has often been ignored, leading to the development paradox of rankings.

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Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands

Cited by 10 publications

References 62 publications

Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator

Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator

AI-Driven Sustainable Video Marketing Strategies: Harnessing Deep Learning Algorithms to Sustainable Advertising Campaigns with Special Reference to the Education Industry

Explaining the Paradox of World University Rankings in China: Higher Education Sustainability Analysis with Sentiment Analysis and LDA Topic Modeling

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