Connecting With Stakeholders in the Digital Era: UNESA's Brand and Culture Transformation to PTN-BH

This research empirically analyzes the role of social media branding strategies in strengthening institutional image, using the case of Universitas Negeri Surabaya, Surabaya, Indonesia.The study takes a quantitative approach using partial least squares structural equation modeling with Smart-PLS 3 software to estimate model parameters.A survey of 212 UNESA academic communities reveals that brand awareness and brand image positively influence brand loyalty and brand equity.These results indicate that a strategic social media approach focusing on brand identity, audience engagement, and measuring metrics can aid universities in maintaining competitiveness.The customizable framework provides actionable insights for educational institutions striving towards effective adoption of information and communication technologies amidst growing market pressures.