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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...

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Autores principales: Ruangkanjanases, Athapol, Sivarak, Ornlatcha, Wibowo, Ardy, Chen, Shih-Chih
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
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.
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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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