The role of social media engagement in building relationship quality and brand performance in higher education marketing

PurposeSocial 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 (...

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Bibliographic Details
Published in:International journal of educational management 2023-03, Vol.37 (2), p.417-430
Main Authors: Song, Bee Lian, Lee, Kim Lian, Liew, Chee Yoong, Subramaniam, Muthaloo
Format: Article
Language:English
Subjects:
Academic Achievement
Academic marketing
Brand image
Brand loyalty
Bullying
College Students
Community Relations
Foreign Countries
Higher Education
Information Dissemination
Information Seeking
Interaction
Interpersonal Relationship
Learner Engagement
Literature Reviews
Marketing
Reputation
Social Exchange Theory
Social interaction
Social Media
Social networks
Students
Surveillance
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Summary:PurposeSocial 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/approachData are obtained through survey questionnaire from 410 undergraduate and postgraduate students from six HEIs in Malaysia. Structural equation modelling was applied for data analysis.FindingsThe 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/valueThe 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.
ISSN:0951-354X
1758-6518
DOI:10.1108/IJEM-08-2022-0315