Social media brand engagement in higher education: The role of brand experience

Abstract

Today, as globalization has become the focal point of higher education, competition has become a central preoccupation for higher education institutions around the world. The intensification of competition in this sector requires the strengthening of brand prestige and the use of social network communication strategies to leverage the power of these tools to increase student engagement with their institutions. The literature on social media brand engagement is growing significantly, yet there is limited research studying the concept in the context of higher education.

In this article, we present a systematic literature review on the brand experience as the driver of social media brand engagement in the higher education sector and explore the utility of using social networks as a tool to engage students with their institutions by reviewing different models studying and analyzing this concept. This work could be a useful and informative tool for higher education institutions and researchers in this field to redefine their academic research efforts to study the concept of social media brand engagement in the higher education sector.

Keywords: Brand Engagement, Brand experience, Higher Education, User gratification theory, Social Media, Service-Dominant Logic.

Classification JEL : M3

Paper type : Theoretical Research