Scholarlink

<p>Fostering brand equity (BE) is crucial for higher education institutions (HEIs), as it can enhance competitive positioning and signal institutional quality. Nevertheless, empirical evidence on how social media marketing communication (SMMC) contributes to positive BE in HEIs and translates into electronic word-of-mouth (eWoM) intention remains limited. In response, this study examines how SMMC strategies enhance customer‑based brand equity (CBBE) and drive eWoM intention. 237 responses were collected through an online survey using purposive sampling and analysed using the Structural Equation Modelling-Necessary Condition Analysis (SEM-NCA) technique. The PLS-SEM results show that social media advertising (SMA), social media word of mouth (sWoM), and user-generated content (UGC) have a significant impact on CBBE, confirming their “should-have” effect. On the contrary, the NCA results suggest that user UGC does not contribute as a necessary condition to CBBE development. Besides, CBBE exhibits both “should have” and” must have” effects on eWoM intention. The mediation analysis further suggests that CBBE mediates between SMA, sWoM, UGC and eWoM intention. Overall, the results suggest that, aside from UGC, SMMC is the critical marketing communication tool that HEI practitioners can leverage to build strong, positive CBBE and stimulate eWoM intention.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

University brand equity and eWoM intention: examining social media marketing through sufficiency and necessity logic in Malaysia

  • 期刊论文

  • 发表日期：

    2026年6月1日

查看全文
  • Wai Hong Loo,
  • Kin Leong Tang,
  • Pei Meng Tan,
  • Hon Tat Huam

摘要

Fostering brand equity (BE) is crucial for higher education institutions (HEIs), as it can enhance competitive positioning and signal institutional quality. Nevertheless, empirical evidence on how social media marketing communication (SMMC) contributes to positive BE in HEIs and translates into electronic word-of-mouth (eWoM) intention remains limited. In response, this study examines how SMMC strategies enhance customer‑based brand equity (CBBE) and drive eWoM intention. 237 responses were collected through an online survey using purposive sampling and analysed using the Structural Equation Modelling-Necessary Condition Analysis (SEM-NCA) technique. The PLS-SEM results show that social media advertising (SMA), social media word of mouth (sWoM), and user-generated content (UGC) have a significant impact on CBBE, confirming their “should-have” effect. On the contrary, the NCA results suggest that user UGC does not contribute as a necessary condition to CBBE development. Besides, CBBE exhibits both “should have” and” must have” effects on eWoM intention. The mediation analysis further suggests that CBBE mediates between SMA, sWoM, UGC and eWoM intention. Overall, the results suggest that, aside from UGC, SMMC is the critical marketing communication tool that HEI practitioners can leverage to build strong, positive CBBE and stimulate eWoM intention.