'Your Comments Boost My Value!' -- The Mediator Role of Emotional Brand Attachment between Brand Equity and Social Media Engagement

Autor/inn/en	Amélia Brandão; Áurea Silva Ramos
Titel	'Your Comments Boost My Value!' -- The Mediator Role of Emotional Brand Attachment between Brand Equity and Social Media Engagement
Quelle	In: Journal of Marketing for Higher Education, 34 (2024) 2, S. 1220-1249Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Amélia Brandão)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2023.2275749
Schlagwörter	Forschungsbericht; Test; Fragebogen; Psychological Patterns; Social Media; Student Recruitment; Marketing; Higher Education; College Students; Alumni; Computer Mediated Communication; Reputation; Participation; Consumer Economics; COVID-19; Pandemics; Foreign Countries; Portugal; India; United States + Suchen Sie Ihr Suchwort? Soziale Medien; Hochschulbildung; Hochschulsystem; Hochschulwesen; Collegestudent; Computerkonferenz; Teilnahme; Konsumökonomie; Ausland; Indien; USA
Abstract	The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher Education Institutions' brand equity and, additionally, on social media engagement. A quantitative approach was adopted, using questionnaires among Higher Education Institutions' students and alumni. The results, obtained through partial least squares structural equation modeling (PLS-SEM), provide evidence of the contribution of the positive valence of electronic word of mouth to brand equity, emotional brand attachment, and social media engagement. The findings suggest customers are becoming more susceptible to positive electronic word of mouth. The research extends current knowledge by demonstrating the relevance of positive valence to electronic word of mouth in Higher Education. (As Provided).
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Begutachtung	Peer reviewed
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2025/2/04