ABSTRACT

The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity.

摘要

高等教育机构（HEI）所浸入的竞争环境日益增长，促使他们不断专注于实施新策略以巩固学生的忠诚度。这些策略包括与使用社交媒体，虚拟品牌社区和品牌粉丝页面（BFP）有关的策略。这项研究旨在向HEI展示一些通过其BFP提高品牌忠诚度的新方法。定性技术，与公立和私立大学学生进行的两次焦点小组会议以及定量技术，对18-23岁的年轻大学生进行的200次访谈均用于开展这项研究。利用偏最小二乘（PLS）分析来确定变量之间的关系。