The Role of Social Media Engagement in Building Relationship Quality and Brand Performance in Higher Education Marketing

Autor/inn/en	Song, Bee Lian; Lee, Kim Lian; Liew, Chee Yoong; Subramaniam, Muthaloo
Titel	The Role of Social Media Engagement in Building Relationship Quality and Brand Performance in Higher Education Marketing
Quelle	In: International Journal of Educational Management, 37 (2023) 2, S.417-430 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Song, Bee Lian) ORCID (Liew, Chee Yoong) ORCID (Subramaniam, Muthaloo)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/IJEM-08-2022-0315
Schlagwörter	Social Media; Reputation; Marketing; Higher Education; College Students; Foreign Countries; Information Dissemination; Social Exchange Theory; Information Seeking; Interaction; Malaysia + Suchen Sie Ihr Suchwort? Soziale Medien; Hochschulbildung; Hochschulsystem; Hochschulwesen; Collegestudent; Ausland; Informationsverbreitung; Theorie des sozialen Wandels; Informationserschließung; Interaktion
Abstract	Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement dimensions comprising social interaction, sharing of information, surveillance and information quantity are tested as antecedents to relationship quality. Relationship quality is examined as antecedents to brand image and brand loyalty. Design/methodology/approach: Data are obtained through survey questionnaire from 410 undergraduate and postgraduate students from six HEIs in Malaysia. Structural equation modelling was applied for data analysis. Findings: The findings of this study reveal that social interaction, sharing of information, surveillance and information quantity have positive effect on relationship quality. Relationship quality has significant positive influence on brand image and brand loyalty, respectively. Originality/value: The study contributes to the extension of social exchange theory through the development of an integrative framework of social media engagement (exchange) needed for improving relationship quality (relational responses) and brand performance (behavioural outcomes) in the HEM. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01