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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...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9595281/ https://www.ncbi.nlm.nih.gov/pubmed/36304891 http://dx.doi.org/10.3389/fpsyg.2022.1004573 |
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author | Ruangkanjanases, Athapol Sivarak, Ornlatcha Wibowo, Ardy Chen, Shih-Chih |
author_facet | Ruangkanjanases, Athapol Sivarak, Ornlatcha Wibowo, Ardy Chen, Shih-Chih |
author_sort | Ruangkanjanases, Athapol |
collection | PubMed |
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. |
format | Online Article Text |
id | pubmed-9595281 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-95952812022-10-26 Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator Ruangkanjanases, Athapol Sivarak, Ornlatcha Wibowo, Ardy Chen, Shih-Chih Front Psychol Psychology 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. Frontiers Media S.A. 2022-10-06 /pmc/articles/PMC9595281/ /pubmed/36304891 http://dx.doi.org/10.3389/fpsyg.2022.1004573 Text en Copyright © 2022 Ruangkanjanases, Sivarak, Wibowo and Chen. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Ruangkanjanases, Athapol Sivarak, Ornlatcha Wibowo, Ardy Chen, Shih-Chih Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator |
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 | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9595281/ https://www.ncbi.nlm.nih.gov/pubmed/36304891 http://dx.doi.org/10.3389/fpsyg.2022.1004573 |
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