Unsanctioned user-generated content: student perceptions of academic brand parody

• Published in: Corporate communications 2021-02, Vol.26 (2), p.365-381
• Main Authors: Larson, Lindsay R.L, Salvador, Jordan
• Format: Article
• Language: English
• Subjects: Academic marketing; Business communications; Colleges & universities; Consumers; Digital media; Higher education; Humor; Internet; Marketing; Peers; Professionals; Reputation management; Social criticism & satire; Social networks; Social research; Students; University students; User generated content
• ISSN: 1356-3289; 1758-6046
• DOI: 10.1108/CCIJ-11-2019-0140

PurposeWhile universities and colleges engage in marketing their brands through official communications, there also exists the unique case of social media accounts created by and for university students, which have the sole purpose of disseminating humorous parody content about the university. These accounts and their content are neither managed nor sanctioned by the university. While user-generated satire has been studied in the areas of politics and popular culture, it has not often been considered within the realm of universities and their student stakeholders.Design/methodology/approachA total of 200 undergraduates at a large public university in the southeastern United States were surveyed regarding their engagement with and thoughts about parody accounts associated with their school.FindingsAll students surveyed were aware of these parody accounts associated with their university; however, results suggest that enjoyment of and engagement with these accounts varies. Those students engaged with university parody accounts experience heightened identification with, but reduced concern over this satirical (and often unprofessional) community, which could be harmful to their university's image.Practical implicationsAlthough educational institutions aim to convey an outward-facing message of academic excellence and professionalism, their student population may create, engage with and disseminate alternative messaging that must be considered.Originality/valueWhile this unique form of online brand engagement is potentially harmful to the university image due to its humorous nature, it also can be seen as a form of brand community, lending to feelings of group identification for students. Brand parody within social media remains a largely ignored topic within higher education marketing.