ABSTRACT

HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand engagement on social media and identified the path to engage students and measure their loyalty. A total of 254 self-administered responses (survey questionnaires) were collected from the students of 5 public and 10 private universities. The results drawn through PLS-SEM analysis exhibited a significant mediating role of brand affect (emotional response) between brand experience (sensory and behavioral) and brand engagement behavior. The findings also showed the critical rule of brand interactivity towards brand engagement behavior. The study suggests leveraging the power of brand experience and brand interactivity to drive brand engagement behavior through the critical role of brand affect in HEIs.

摘要

全球HEI面临日益激烈的竞争，需要新的营销策略和实践来利用社交媒体平台的力量来提高HEI的品牌参与度。本研究在过去的研究中基本上被忽视，但在品牌资产驱动因素之间建立了急需的联系，即品牌体验、品牌互动和社交媒体上的品牌参与，并确定了吸引学生和衡量他们忠诚度的途径。从 5 所公立大学和 10 所私立大学的学生中收集了 254 份自我管理的回答（调查问卷）。通过 PLS-SEM 分析得出的结果表明，品牌影响（情绪反应）在品牌体验（感官和行为）和品牌参与行为之间具有重要的中介作用。研究结果还显示了品牌互动对品牌参与行为的关键规则。该研究表明，利用品牌体验和品牌互动的力量，通过品牌影响力在HEI中的关键作用来驱动品牌参与行为。