Examining the Influence of Social Media Marketing on Customer-based Brand Equity and Behavioural Intentions within Private Higher Education Institutions.
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Authors
Botha, AC.
Issue Date
2024-12
Type
Language
Keywords
Alternative Title
Abstract
The private higher education (PHE) sector has become intensely competitive,
prompting private higher education institutions (PHEIs) to focus on branding and
tailored marketing strategies. A customer-centric approach is necessary for PHEI
to stand out in the crowded market. For this reason, researchers have turned their
attention to two theories: the theory of planned behaviour (TPB) and the
customer-based brand equity (CBBE) model. This study investigated the
influence of CBBE and TPB in PHEI social media marketing. It determined how
CBBE and TPB influence behavioural intentions, such as willingness to enrol at
a PHEI. Data was collected from 344 respondents, aged 18-28, in South Africa
(SA) and analysed using SmartPLS 4 for Structural Equation Modeling (SEM).
The findings indicated that integrating CBBE and TPB into the social media
marketing strategy significantly influences Gen Z's enrollment intentions. It was
found that brand awareness had an impact on perceived behavioural control,
attitudes and subjective norms. While brand association affected attitudes, brand
association had no significant effect on perceived behavioural control and
subjective norms. Furthermore, no relationship was found between brand loyalty
and students' intention to enrol at a PHEI. Perceived quality significantly impacted
perceived behavioural control, attitudes, and subjective norms. In addition,
perceived behavioural control, attitudes and subjective norms impacted intention.
Lastly, social media marketing impacted CBBE, mainly through brand
association, brand awareness, and perceived quality. More importantly, this study
validated the importance of social media marketing in driving intention. The
findings highlight the need for PHEIs to tailor their social media marketing
campaigns to incorporate these elements, ensuring relevance and
competitiveness in the educational sector. This study provided valuable insights
for marketers, guiding the development of targeted strategies that resonate with
Gen Z. This study made significant theoretical contributions by integrating the
CBBE model with TPB, which has been limited in the literature, broadening the
understanding of these theories in the context of SA PHEIs.