The Influence of Social Networks on the Choice of a University Brand by Generation Y

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

Antecedents and Consequences of University Brand Identification

This research aims to examine the impact of university brand personality, university brand knowledge and university brand prestige on university identification. The study also aims to examine the impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. In order to execute the study, descriptive research design has been implemented. The study is based on primary data collected through structured questionnaire. A total of 285 respondents have been taken for this study. The findings of the study revealed that all three antecedents; university brand personality, university brand knowledge and university brand prestige has significant positive impact on university identification. Among three antecedents, university brand knowledge has the greatest impact on university identification. Similarly, the findings also revealed that there is significant positive impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. Likewise, the greatest consequence of university identification is advocacy intentions.

The Role of University Identification on Students' Perceptions and University Branding Activities

University brand is becoming a topic of interest to most universities worldwide. This paper used the systematic review methodology to examine peer-reviewed journal articles. Practically, the study used a descriptive analysis and material evaluation to assess the different aspects of the university identification, students' perceptions and university branding activities. Base on the social identity theory and social exchange theory, the paper focuses on the role of university identification from students' perceptions in university branding activities. ​This may shed light upon clearer strategic university brand positioning in this highly competitive environment. Finally, apart from focusing the role of university identification, the study not only stimulates future research but provides a reference point for those being lecturers and students who are interested in the topics of university brand.

The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate

This study examines the application of word of mouth to build community trust and university brand image on the community selection decision for UPBJJ-UT Ternate. The samples were obtained from eight regencies in North Maluku Province through a survey method aided with Smart PLS 3.8 analysis. In addition to the insignificant effect of university image on community selection decision, the findings indicated that (1) university image has a significant effect on word of mouth, (2) community trust has a significant effect on word of mouth, (3) community trust has a significant effect on selection decision, and (4) word of mouth has a significant effect on community selection decision.

Investigating student–university identification

PurposeThe present research builds upon the social identity theory and Balaji et al.’s (2016) research model to investigate student–university identification. The purpose of this paper is to examine the antecedents of university identification, namely, university brand knowledge, university brand personality and university identity. Furthermore, consequences of university identification, such as advocacy intentions, suggestion for improvements, university affiliation and strength of attachment, are examined.Design/methodology/approachA quantitative research design was used, collecting data from students in private and government universities in Jordan. Structural equation modeling using SmartPLS 2.0 is employed to test the proposed research hypotheses.FindingsThe results revealed that all the antecedents and consequences suggested in the research model have positive significant relationships with university identification in the Jordanian higher education sector.Originality/valueUniversity identification has been less precisely conceptualized and empirically tested in the higher education context in developing countries. The results improve our understanding of the antecedents and consequences of university identification for students in higher education. In addition, the constructs of university identification and strength of attachment are incorporated in the research conceptual model and have not been tested before.