{"title":"Finding reasons to choose a campus: The impact of social media and brand strategy","authors":"Nofrizal, Undang Juju, Aznuriyandi","doi":"10.1111/hequ.12495","DOIUrl":null,"url":null,"abstract":"<p>This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in-depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.</p>","PeriodicalId":51607,"journal":{"name":"HIGHER EDUCATION QUARTERLY","volume":"78 3","pages":"988-1015"},"PeriodicalIF":2.8000,"publicationDate":"2024-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"HIGHER EDUCATION QUARTERLY","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/hequ.12495","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"EDUCATION & EDUCATIONAL RESEARCH","Score":null,"Total":0}
引用次数: 0
Abstract
This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in-depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.
期刊介绍：
Higher Education Quarterly publishes articles concerned with policy, strategic management and ideas in higher education. A substantial part of its contents is concerned with reporting research findings in ways that bring out their relevance to senior managers and policy makers at institutional and national levels, and to academics who are not necessarily specialists in the academic study of higher education. Higher Education Quarterly also publishes papers that are not based on empirical research but give thoughtful academic analyses of significant policy, management or academic issues.
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