Influence of social media marketing on brand equiry, eWoM intention, and choice intention in higher education institution

Loo, Wai Hong (2023) Influence of social media marketing on brand equiry, eWoM intention, and choice intention in higher education institution. Final Year Project, UTAR.

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Abstract

Sustainability is increasing important, particularly in higher education institution (HEI) in Malaysia. In order to sustain, social media marketing (SMM) efforts are seemed necessarily to promote customer-based brand equity (CBBE), and as a result lead to electronic word of mouth (eWoM) intention and BCI (choice of the university to further their higher education) for HEI. Therefore, this study examined how SMM contribute to CBBE, leading to eWoM and brand choice intention by applying S-O-R model. This study collected data from the Generation Z who lives in Klang Valley, and analysed data using PLS-SEM. There are 237 usable responses for data analysis. The result revealed that there is a significant relationship between all the SMM and CBBE, leading to eWoM intention and brand choice intention. The findings provided valuable insight to assist practitioner to develop appropriate SMM to encourage students' eWoM intention and brand choice intention, which could in turn contribute to long-term sustainability of the Malaysia HEI.

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