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The role of social media engagement in building relationship quality and brand performance in higher education marketing

Bee Lian Song (School of Marketing and Management, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia) (School of Management and Marketing, Taylor's University, Subang Jaya, Malaysia)
Kim Lian Lee (School of Management and Marketing, Taylor's University, Subang Jaya, Malaysia)
Chee Yoong Liew (Faculty of Business and Management, UCSI University, Kuala Lumpur, Malaysia)
Muthaloo Subramaniam (Faculty of Business, Management and Information Technology, Asia Metropolitan University, Johor, Malaysia)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 7 February 2023

Issue publication date: 22 March 2023

729

Abstract

Purpose

Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement dimensions comprising social interaction, sharing of information, surveillance and information quantity are tested as antecedents to relationship quality. Relationship quality is examined as antecedents to brand image and brand loyalty.

Design/methodology/approach

Data are obtained through survey questionnaire from 410 undergraduate and postgraduate students from six HEIs in Malaysia. Structural equation modelling was applied for data analysis.

Findings

The findings of this study reveal that social interaction, sharing of information, surveillance and information quantity have positive effect on relationship quality. Relationship quality has significant positive influence on brand image and brand loyalty, respectively.

Originality/value

The study contributes to the extension of social exchange theory through the development of an integrative framework of social media engagement (exchange) needed for improving relationship quality (relational responses) and brand performance (behavioural outcomes) in the HEM.

Keywords

Citation

Song, B.L., Lee, K.L., Liew, C.Y. and Subramaniam, M. (2023), "The role of social media engagement in building relationship quality and brand performance in higher education marketing", International Journal of Educational Management, Vol. 37 No. 2, pp. 417-430. https://doi.org/10.1108/IJEM-08-2022-0315

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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