User-generated and brand-generated content as indicators of university brand personality and business strategy

IF 2.4 3区管理学 Q3 BUSINESS

Journal of Marketing for Higher Education Pub Date : 2022-04-04 DOI:10.1080/08841241.2022.2056281

Hande Karadağ, Petek Tosun, Büşra Ayan

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引用次数: 1

Abstract

The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities ’ competitive strategy and brand personality. BGC that included four universities ’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The ﬁ ndings indicated that BGC was in alignment with universities ’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the di ﬀ erentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The di ﬀ erentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The ﬁ ndings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.

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用户生成和品牌生成内容作为大学品牌个性和商业战略的指标

竞争的加剧和社交媒体的使用增加了大学品牌个性和战略营销在高等教育中的重要性。本研究探讨了社交媒体上的品牌生成内容（BGC）和用户生成内容（UGC）与大学竞争战略和品牌个性之间的相互关系。采用R编程语言对包含四所大学推文的BGC和包含消费者评论的UGC进行内容和对应分析。研究结果表明，BGC与大学的通用策略一致。BGC-UGC在品牌个性方面的分散性与不同的大学一致，而BGC与UGC在低成本大学方面不匹配。差异大学与声望、国际化和认真相关，而低成本大学与真诚相关。研究结果支持通用商业战略在高等教育背景下的适用性，并显示了品牌个性与所追求的通用战略之间的战略联系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing for Higher Education Multiple-

CiteScore

7.80

自引率

42.40%

发文量

期刊介绍： The Journal of Marketing for Higher Education is a well-established, double-blind peer reviewed, international journal that publishes original research and review articles. It has been publishing articles on higher education marketing since 1988 and is international in outlook with a readership and papers from across the world. The Journal of Marketing for Higher Education is a multi-disciplinary journal and welcomes papers from all the major disciplines that connect with the marketing of higher education.