Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions
This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Lembaga Pendidikan Islam Ma'aarif NU Kabupaten Magetan
2023-12-01
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| Series: | Edukasia |
| Subjects: | |
| Online Access: | https://jurnaledukasia.org/index.php/edukasia/article/view/674 |
| _version_ | 1797376586814586880 |
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| author | Lefrand S. Pasuhuk Deske Mandagi |
| author_facet | Lefrand S. Pasuhuk Deske Mandagi |
| author_sort | Lefrand S. Pasuhuk |
| collection | DOAJ |
| description |
This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.
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| first_indexed | 2024-03-08T19:40:41Z |
| format | Article |
| id | doaj.art-b800a8ed896547d6b3c4f9303082436e |
| institution | Directory Open Access Journal |
| issn | 2721-1150 2721-1169 |
| language | English |
| last_indexed | 2024-03-08T19:40:41Z |
| publishDate | 2023-12-01 |
| publisher | Lembaga Pendidikan Islam Ma'aarif NU Kabupaten Magetan |
| record_format | Article |
| series | Edukasia |
| spelling | doaj.art-b800a8ed896547d6b3c4f9303082436e2023-12-25T06:50:21ZengLembaga Pendidikan Islam Ma'aarif NU Kabupaten MagetanEdukasia2721-11502721-11692023-12-0142Integrating social media marketing and brand gestalt: An empirical analysis in educational institutionsLefrand S. PasuhukDeske Mandagi0Universitas Klabat This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions. https://jurnaledukasia.org/index.php/edukasia/article/view/674Social media marketingBrand gestaltEducation institution |
| spellingShingle | Lefrand S. Pasuhuk Deske Mandagi Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions Edukasia Social media marketing Brand gestalt Education institution |
| title | Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions |
| title_full | Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions |
| title_fullStr | Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions |
| title_full_unstemmed | Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions |
| title_short | Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions |
| title_sort | integrating social media marketing and brand gestalt an empirical analysis in educational institutions |
| topic | Social media marketing Brand gestalt Education institution |
| url | https://jurnaledukasia.org/index.php/edukasia/article/view/674 |
| work_keys_str_mv | AT lefrandspasuhuk integratingsocialmediamarketingandbrandgestaltanempiricalanalysisineducationalinstitutions AT deskemandagi integratingsocialmediamarketingandbrandgestaltanempiricalanalysisineducationalinstitutions |