Social Identity Matters

Helal, Guida; Ozuem, Wilson

doi:10.4018/978-1-5225-2697-1.ch016

Cited by 10 publications

(2 citation statements)

References 198 publications

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“…We believe this is due to the initial high levels of subjective norms of HEIs, making additional marketing efforts less effective. Thus, such brands should first try to control their norms before engaging in social media content strategies (Helal and Ozuem, 2018). One positive finding for such brands is that the effects of brand engagement are mostly positive, suggesting that they can still benefit from subjective norms on social media by encouraging the creation of brand-related UGC (Ruangkanjanases et al ., 2020).…”

Section: Discussionmentioning

confidence: 99%

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%

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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“…Ozuem, Howell & Lancaster (2016) also highlight the fact that consumer interactions on social media are a vital part of consumer engagement because consumers are more likely to trust their friends. Moreover, social media might create a consumer need through advertising on Facebook and through the information shared by friends (Helal & Ozuem, 2017). This could stimulate consumers to recognise their unfulfilled need(s).…”

Section: Social Media and Consumer Buying Behaviourmentioning

confidence: 99%

Bridging the Virtual and the Real: Social Media and Customer Engagement in Luxury Fashion Brands

Xu¹,

Ozuem²

2018

2018 4th International Conference on Innovative Development of E-Commerce and Logistics (ICIDEL 2018)

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The advances in communication media have changed the way people search or share information. Social media are the two-way forms of communication that provide new opportunities to users to interact with each other on platforms to share ideas. This study analyses customer expectations and interactions through integrating social media and luxury fashion brands. Also, by identifying the advantages that can be obtained by businesses from social media, this paper develops a structural model that contributes to address the gap and current knowledge of consumer buying behaviour in luxury product purchases under the effect of social media. The research also suggests that it is important to understand and interact with customer expectations via the combination of social media and traditional marketing media to develop effective marketing communications. The paper concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

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Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content

Ayertey

Ranfagni

Okafor

2021

The Art of Digital Marketing for Fashion and Luxury Brands

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Social Identity Matters

Cited by 10 publications

References 198 publications

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

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

Bridging the Virtual and the Real: Social Media and Customer Engagement in Luxury Fashion Brands

Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content

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