Marketing of higher educational services on social media platforms: Analysing its impact on faculty–student relationship quality and institution's brand performance

Abstract Higher education institutions (HEIs) have focused on branding to facilitate meaningful and productive conversations about their brand values with potential students, given the competitive global expansion environment in which HEIs operate. This study empirically explores the association between brand performance and relationship quality of HEM. The quantitative findings were evaluated by students from Indian HEIs ( N = 365). For the evaluation of the data, structural equation modelling was implemented. A Regression Analysis was used to examine the Social Exchange Theory. The results of this research expose that information quantity, content sharing, and surveillance had a significant influence on relationship quality. Also, social communication, content sharing, information quantity, collaborative learning, and surveillance had a significant impact on brand performance. Future investigation should consider additional mediating aspects regarding social media users' opinions.