Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator
In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recrui...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-10-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1004573/full |
| _version_ | 1811194531450716160 |
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| author | Athapol Ruangkanjanases Ornlatcha Sivarak Ardy Wibowo Ardy Wibowo Shih-Chih Chen |
| author_facet | Athapol Ruangkanjanases Ornlatcha Sivarak Ardy Wibowo Ardy Wibowo Shih-Chih Chen |
| author_sort | Athapol Ruangkanjanases |
| collection | DOAJ |
| description | In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further. |
| first_indexed | 2024-04-12T00:28:42Z |
| format | Article |
| id | doaj.art-7a58332f30c9424e83e1846106202b51 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T00:28:42Z |
| publishDate | 2022-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-7a58332f30c9424e83e1846106202b512022-12-22T03:55:26ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-10-011310.3389/fpsyg.2022.10045731004573Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediatorAthapol Ruangkanjanases0Ornlatcha Sivarak1Ardy Wibowo2Ardy Wibowo3Shih-Chih Chen4Chulalongkorn Business School, Chulalongkorn University, Bangkok, ThailandMahidol University International College, Mahidol University, Nakhon Pathom, ThailandCollege of Management, National Kaohsiung University of Science and Technology, Kaohsiung, TaiwanFaculty of Economics and Business, Alma Ata University, Yogyakarta, IndonesiaCollege of Management, National Kaohsiung University of Science and Technology, Kaohsiung, TaiwanIn today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1004573/fullsocial media marketing activitiesbrand equitybehavioral engagementhigher educationdigital natives |
| spellingShingle | Athapol Ruangkanjanases Ornlatcha Sivarak Ardy Wibowo Ardy Wibowo Shih-Chih Chen Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator Frontiers in Psychology social media marketing activities brand equity behavioral engagement higher education digital natives |
| title | Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
| title_full | Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
| title_fullStr | Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
| title_full_unstemmed | Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
| title_short | Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
| title_sort | creating behavioral engagement among higher education s prospective students through social media marketing activities the role of brand equity as mediator |
| topic | social media marketing activities brand equity behavioral engagement higher education digital natives |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1004573/full |
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