Leveraging social media for enhanced student engagement in higher education: a service-dominant logic perspective

This research aims to assess the effectiveness of social media as a tool for universities to boost student engagement and positively influence their attitudes towards the institution. Data was collected from 987 current students and analysed using partial least squares structural equation modelling (PLS-SEM). Based on the principles of service dominant logic, the study found that social media marketing activities (SMMA), viewed as characteristics of service delivery, are bolstered by perceived aesthetics and the quality of information. This enhancement positively impacts students’ perceived value of the service and their feeling of belonging to a brand community. Consequently, this leads to better student experiences and increased engagement. Additionally, the research shows that behavioural engagement is a key mediator between student experience, customer brand co-creation behaviour (CBCB), and electronic word-of-mouth (eWOM). The findings highlight the significance of proactive and interactive customer service strategies on social media, demonstrating their effectiveness in building stronger relationships with students and boosting their positive engagement behaviours. This study contributes to the understanding of social media’s strategic role in higher education, providing insights for universities on how to effectively connect with students digitally to encourage supportive behaviour and enhance their overall educational journey.