Investigating Antecedents and Consequences of Brand Equity in Higher Education: The Effect of Social Media Marketing

Brand is an essential factor in developing higher education institutions in the global era.This study examines the role of social media marketing in influencing higher education brand equity and loyalty.The research was conducted at several universities that have superior accreditation in Indonesia.This research uses primary data collected by survey techniques using questionnaires adopted from previous studies.A survey of undergraduate students was conducted using SEM analysis.The results reveal positive significant effects of social media marketing on brand experience and higher education brand equity, which positively predicted loyalty.Theoretically, the study addresses gaps in examining social media marketing as an antecedent shaping higher education brand equity.It provides empirical evidence substantiating the higher education brand equity model.Further research should investigate moderators of social media's impact and expand the equity model by examining other stakeholders like faculty, staff, and parents.Practical and research implications are discussed for managing social media strategically to foster brand equity and sustained loyalty.