Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude
This empirical study seeks to elucidate the impact of social media marketing (SMM) on forming brand awareness, brand image, and brand attitude within the educational institution context. In pursuit of these objectives, data were collected through a survey involving 149 respondents comprising curren...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Lembaga Penerbitan dan Publikasi Ilmiah Program Pascasarjana IAI Sunan Giri Ponorogo
2022-06-01
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| Series: | Qalamuna |
| Subjects: | |
| Online Access: | https://ejournal.insuriponorogo.ac.id/index.php/qalamuna/article/view/4081 |
| _version_ | 1797627412721172480 |
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| author | Carolin Marhareita Iwan Waani Kila Deske W. Mandagi |
| author_facet | Carolin Marhareita Iwan Waani Kila Deske W. Mandagi |
| author_sort | Carolin Marhareita |
| collection | DOAJ |
| description |
This empirical study seeks to elucidate the impact of social media marketing (SMM) on forming brand awareness, brand image, and brand attitude within the educational institution context. In pursuit of these objectives, data were collected through a survey involving 149 respondents comprising current university students and graduates in North Sulawesi. The analysis was conducted utilizing Structural Equation Modelling (SEM) with SmartPLS. The study's results disclose significant and positive relationships between SMM and brand attitude, brand awareness, and brand image. Furthermore, it was found that brand image significantly influences brand attitude, while brand awareness plays a pivotal role in shaping the brand image. However, it was observed that brand awareness did not exhibit a significant positive effect on brand attitude. These findings offer valuable insights for educational administrators, underscoring the central role of social media in fortifying institutional branding. By comprehending the intricate interplay of these variables, institutions can strategically harness social media platforms to augment brand awareness, cultivate a positive brand image, and ultimately foster a favorable brand attitude. This understanding is critical for their marketing and branding efforts within an increasingly digital and globalized educational landscape.
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| first_indexed | 2024-03-11T10:23:47Z |
| format | Article |
| id | doaj.art-8d14ae5cb2d24ca189cc7fe43201dcd9 |
| institution | Directory Open Access Journal |
| issn | 1907-6355 2656-9779 |
| language | English |
| last_indexed | 2024-03-11T10:23:47Z |
| publishDate | 2022-06-01 |
| publisher | Lembaga Penerbitan dan Publikasi Ilmiah Program Pascasarjana IAI Sunan Giri Ponorogo |
| record_format | Article |
| series | Qalamuna |
| spelling | doaj.art-8d14ae5cb2d24ca189cc7fe43201dcd92023-11-16T03:34:59ZengLembaga Penerbitan dan Publikasi Ilmiah Program Pascasarjana IAI Sunan Giri PonorogoQalamuna1907-63552656-97792022-06-0114110.37680/qalamuna.v14i1.4081Social Media Marketing and Educational Institution Brand Awareness, Image, and AttitudeCarolin Marhareita0Iwan Waani Kila1Deske W. Mandagi2Universitas Klabat, Sulawesi UtaraUniversitas Klabat, Sulawesi UtaraUniversitas Klabat This empirical study seeks to elucidate the impact of social media marketing (SMM) on forming brand awareness, brand image, and brand attitude within the educational institution context. In pursuit of these objectives, data were collected through a survey involving 149 respondents comprising current university students and graduates in North Sulawesi. The analysis was conducted utilizing Structural Equation Modelling (SEM) with SmartPLS. The study's results disclose significant and positive relationships between SMM and brand attitude, brand awareness, and brand image. Furthermore, it was found that brand image significantly influences brand attitude, while brand awareness plays a pivotal role in shaping the brand image. However, it was observed that brand awareness did not exhibit a significant positive effect on brand attitude. These findings offer valuable insights for educational administrators, underscoring the central role of social media in fortifying institutional branding. By comprehending the intricate interplay of these variables, institutions can strategically harness social media platforms to augment brand awareness, cultivate a positive brand image, and ultimately foster a favorable brand attitude. This understanding is critical for their marketing and branding efforts within an increasingly digital and globalized educational landscape. https://ejournal.insuriponorogo.ac.id/index.php/qalamuna/article/view/4081Social media marketingeducation institutionbrand awarenessbrand imagebrand attitude |
| spellingShingle | Carolin Marhareita Iwan Waani Kila Deske W. Mandagi Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude Qalamuna Social media marketing education institution brand awareness brand image brand attitude |
| title | Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude |
| title_full | Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude |
| title_fullStr | Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude |
| title_full_unstemmed | Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude |
| title_short | Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude |
| title_sort | social media marketing and educational institution brand awareness image and attitude |
| topic | Social media marketing education institution brand awareness brand image brand attitude |
| url | https://ejournal.insuriponorogo.ac.id/index.php/qalamuna/article/view/4081 |
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