Unsanctioned user-generated content: student perceptions of academic brand parody

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lindsay R.L. Larson ◽  
Jordan Salvador
Keyword(s):  
Social Media ◽  
Student Perceptions ◽  
Group Identification ◽  
Educational Institutions ◽  
Academic Excellence ◽  
Higher Education Marketing ◽  
Content Type ◽  
Brand Engagement ◽  
Education Marketing ◽  
The University

PurposeWhile universities and colleges engage in marketing their brands through official communications, there also exists the unique case of social media accounts created by and for university students, which have the sole purpose of disseminating humorous parody content about the university. These accounts and their content are neither managed nor sanctioned by the university. While user-generated satire has been studied in the areas of politics and popular culture, it has not often been considered within the realm of universities and their student stakeholders.Design/methodology/approachA total of 200 undergraduates at a large public university in the southeastern United States were surveyed regarding their engagement with and thoughts about parody accounts associated with their school.FindingsAll students surveyed were aware of these parody accounts associated with their university; however, results suggest that enjoyment of and engagement with these accounts varies. Those students engaged with university parody accounts experience heightened identification with, but reduced concern over this satirical (and often unprofessional) community, which could be harmful to their university's image.Practical implicationsAlthough educational institutions aim to convey an outward-facing message of academic excellence and professionalism, their student population may create, engage with and disseminate alternative messaging that must be considered.Originality/valueWhile this unique form of online brand engagement is potentially harmful to the university image due to its humorous nature, it also can be seen as a form of brand community, lending to feelings of group identification for students. Brand parody within social media remains a largely ignored topic within higher education marketing.

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

Measuring digital professional development: analytics for the use of web and social media

2015 ◽  
Vol 7 (1) ◽  
pp. 19-31 ◽  
Author(s):  
Jason Rhode ◽  
Stephanie Richter ◽  
Peter Gowen ◽  
Murali Krishnamurthi
Keyword(s):  
Professional Development ◽  
Social Media ◽  
Faculty Development ◽  
Online Resources ◽  
Faculty Professional Development ◽  
Content Type ◽  
Online Resource ◽  
The University ◽  
Development Center ◽  
Faculty Development Centers

Purpose – As faculty professional development increasingly occurs online and through social media, it becomes challenging to assess the quality of learning and effectiveness of programs and resources, yet it is important to evaluate such initiatives. The purpose of this paper is to explore how one faculty development center experimented with using analytics to answer questions about the use and effectiveness of its web and social media resources. Design/methodology/approach – The case study was based on direct observation of the center’s practice and review of selected data generated by the analytic tools. Findings – Unfortunately, while some analytics are available from a variety of sources, they are often distributed across tools and services. The center developed an analytics strategy to use data from Google Analytics and social media reporting tools to assess the use of online and social professional development resources. Initial results show that the center’s online and social professional development resources are widely used, both within and outside the university. However, more work is necessary to improve the strength and scope of the available analytics. Practical implications – As a result of the analysis, the center has streamlined online resources, targeted social media use, and has begun developing methods to allow faculty to report online resource use as professional development for academic personnel purposes. Originality/value – Many faculty development centers have not explored methods of evaluating online and social media resources. This paper outlines a strategic evaluation plan to measure the usage of online resources as well as engagement and interaction through social media.

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tianfu Wang ◽  
Yam B. Limbu ◽  
Xing Fang
Keyword(s):  
Social Media ◽  
Country Of Origin ◽  
Least Square ◽  
Activity Data ◽  
Content Type ◽  
Global Brands ◽  
Brand Engagement ◽  
Consumer Animosity ◽  
Negative Impacts ◽  
The Impact

PurposeThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity.Design/methodology/approachThe authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match it with the COVID-19 statistics. Ordinary least square (OLS) models are used to estimate the impact on global brands brought by the spread of the COVID-19.FindingsThe results show that consumer brand engagement decreases for all brands in a COM as the number of confirmed COVID-19 new cases increases in the COM. Consumer brand engagement decreases for a brand across all COM as the number of confirmed COVID-19 new cases increases in the brand’s COO. If a brand’s COO is imputed for the pandemic, its consumer brand engagement will receive additional negative impacts across all COM.Originality/valueThis study enriches the COO literature by showing how the spread of a pandemic affects consumer brand engagement via COO and discovers the moderating role of consumer animosity.

Examining drivers and outcomes of social media brand engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Civilai Leckie ◽  
Abhishek Dwivedi ◽  
Lester Johnson
Keyword(s):  
Social Media ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Congruence

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

Students’ Privacy Concerns on the Use of Social Media in Higher Education

2014 ◽  
pp. 54-75 ◽  
Author(s):  
Laura Aymerich-Franch ◽  
Maddalena Fedele
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Undergraduate Students ◽  
Educational Institutions ◽  
Privacy Concerns ◽  
Use Of Social Media ◽  
The University ◽  
Video Calling ◽  
Correct Implementation

Social media is principally used by students in the private sphere. However, its implementation for educational purposes in higher education is rapidly expanding. This chapter looks into undergraduate students’ perceptions of using social media in the university context. In particular, it examines students’ privacy concerns regarding faculty use of social networks to support classroom work and video calling or online chats to meet for work discussion. Two-hundred-forty-four undergraduate students completed a survey and four focus groups were carried out. The results reveal that although students generally accept using social media in the instructional arena, privacy concerns can easily emerge. Educational institutions are encouraged to take these concerns seriously. Using applications specifically created for learning purposes and developing some guidelines for a correct implementation of these resources for the faculty to follow might contribute to alleviate these concerns.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Teresa Fernandes ◽  
Inês Inverneiro
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Holistic Model ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Use Of Social Media

Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

scholarly journals Higher Education Marketing

2012 ◽  
Vol 2 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

Ecological footprint: a tool for environmental management in educational institutions

2019 ◽  
Vol 20 (4) ◽  
pp. 675-690
Author(s):  
Katherine Ortegon ◽  
Pilar Acosta
Keyword(s):  
Ecological Footprint ◽  
Design Methodology ◽  
Educational Institutions ◽  
Practical Calculation ◽  
Content Type ◽  
Standard Tool ◽  
Sustainability Initiatives ◽  
The University ◽  
Practical Implications

Purpose The purpose of this paper is twofold. First, as few universities have assessed their ecological footprint (EF), a benchmark for Colombian universities is presented. Second, a practical calculation tool for measuring the EF in educational institutions (EIs) is developed. The purpose of this tool is to facilitate the process of assessing the EF in EIs that are starting sustainability initiatives and to unify criteria with those already involved. Design/methodology/approach The development of the Ecological Footprint for Educational Institutions (EFEI) calculator is detailed showing the seven categories analyzed and the adaptation to the Colombian context. Findings Results are presented from a case study of EFEI implementation at Universidad Icesi. Furthermore, the relation between these results and the action taken to mitigate EF at the university is detailed. Practical implications Colombian EIs have recently joined the sustainable campus movement. The EF methodology and this tool serve to assess impacts and identify what EIs can do to ameliorate their environmental stewardship. Social implications EIs are called on to lead by example in terms of sustainability, not only in teaching and researching cutting-edge technologies but also in being sustainable and transferring this knowledge to future generations. Originality/value First, an EF benchmark for Colombian universities is presented. In addition, a unified methodology for EIs is developed. The availability of a standard tool will encourage other EIs to move forward in the effort to achieve a sustainable campus.

Driving consumer–brand engagement and co-creation by brand interactivity

2020 ◽  
Vol 38 (4) ◽  
pp. 523-541 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme D. Pires ◽  
Philip J. Rosenberger ◽  
Mauro Jose De Oliveira
Keyword(s):  
Social Media ◽  
Information Transfer ◽  
Longitudinal Design ◽  
Social Media Marketing ◽  
Brand Value ◽  
Content Type ◽  
Brand Engagement ◽  
Cognitive Information ◽  
Social Media Platforms ◽  
The Impact

PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).FindingsEntertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.Research limitations/implicationsThe research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.Practical implicationsMarketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.Originality/valueExamination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

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