Social Media Engagement and Brand Image

Nguyen, L, Lu, V, Tran, T, Conduit, J and Nayak, R 2018, 'Social Media Engagement and Brand Image', in Jodie Conduit, Carolin Plewa & Dean Wilkie (ed.) Social Media Engagement and Brand Image, Adelaide, Australia, 3-5 December 2018, pp. 315-316.


Document type: Conference Paper
Collection: Conference Papers

Title Social Media Engagement and Brand Image
Author(s) Nguyen, L
Lu, V
Tran, T
Conduit, J
Nayak, R
Year 2018
Conference name Australian & New Zealand Marketing Conference
Conference location Adelaide, Australia
Conference dates 3-5 December 2018
Proceedings title Social Media Engagement and Brand Image
Editor(s) Jodie Conduit, Carolin Plewa & Dean Wilkie
Publisher Australian & New Zealand Marketing Conference
Place of publication Adelaide
Start page 315
End page 316
Total pages 2
Abstract Drawing upon social information process theory, this study examines the extent to which social media engagement and eWOM activities (namely opinion seeking, passing, giving) in a higher education context shape the perceived brand image of higher education institutions and, subsequently, their enrollment intention. The study also takes into consideration the moderating effect of prospective groups (undergraduate vs. graduate students) in these relationships. Findings from a sample of 444 prospective students in Vietnam indicate that social media engagement has an indirect effect on perceived brand image through eWOM seeking and passing activities, ultimately impacting enrollment intentions. Further, perceived brand image of undergraduate prospect is influenced more strongly by their eWOM seeking activities on social media, whereas for graduate prospects, future enrollment intentions is determined more strongly by the perception of brand image.
Subjects Marketing Communications
Keyword(s) brand image
social media
electronic word-of-mouth
Copyright notice © 2018 University of Adelaide
ISBN 9781877040658
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