Role of Social Media Brand Communication on Online Brand Experience and Brand Equity Dimensions: Applying to the Higher Education Sector

The growing competition that exists among universities particularly private and international universities in the higher education (HE) sector has led them to focus on building their brand equity to have a unique position. Thus, this study emphasis on the role of social media brand communication, as one of the most important elements in building brand equity, which consists of firm-generated content (FGC) and user-generated content (UGC) to examine their impact on building brand equity dimensions via online brand experience in the Egyptian HE sector. Questionnaires were distributed electronically to gather data. Data gathered from 399 undergraduate students from private and international universities. Data have been analyzed via Structural Equation Modelling (SEM), AMOS 22. Results indicated that UGC has a significant positive direct impact on online brand experience more than FGC. Additionally, it has been indicated that online brand experience played a mediator role between UGC and brand equity dimensions. This study contributes to the branding literature by highlighting the vital elements in building brand equity in the HE sector that needs more attention. Also, this study helps the service providers in the HE institutions to focus on the significance role of UGC in developing online brand experience, which helps to build brand equity dimensions.