Introduction

Perera, Charitha Harshani; Nayak, Rajkishore; Nguyen, Long Van Thang

doi:10.1007/978-981-19-5017-9_1

Cited by 1 publication

(4 citation statements)

References 149 publications

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“…, 2023; Perera et al. , 2022a, b), but limited studies were on the higher education sector. Our findings reveal that subjective norms are an even more potent predictor of students' brand engagement with HEIs in the higher education context.…”

Section: Discussionmentioning

confidence: 99%

“…HEIs, strive to build positive brand equity to (a) increase their brand awareness among stakeholders (Dennis et al ., 2017), (b) increase their student enrollment (Lim et al ., 2020), (c) make it easier for them to hire top-notch faculty and administrators (Mourad et al ., 2019), (d) set themselves apart from competing for new and existing HEIs and (e) increase their market share (Perera et al. , 2022a, b). According to Endo et al .…”

Section: Literature Reviewmentioning

confidence: 99%

“…Recently, branding activities of HEIs have been developed beyond traditional channels of communication to technology-enhanced digital marketing using social media platforms as communication channels (Fujita et al ., 2017; Perera et al. , 2022a, b). The Digital generation of Gen Z and Millennials has a large online presence and frequently thinks of social media sites as places to both gather and disseminate information (Chugh and Ruhi, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, Social Brand Engagement (SBE) opens up new opportunities for prospective students to gather HEIs' brand information from existing and potential students (Perera et al. , 2022a, b). Despite the importance of SBE and its potential benefit to students and the HEIs, the effect of SBE has received little attention in higher education literature.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Brand engagement on social media and its impact on brand equity in higher education: integrating the social identity perspective

Perera,

Nguyen,

Nayak

2023

IJEM

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PurposeThe rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.Design/methodology/approachA survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.FindingsFor the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

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Section: Discussionmentioning

confidence: 99%