IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v12y2022i2p65-81.html
   My bibliography  Save this article

Anonymous online community, brand engagement and word-of-mouth in the higher education context

Author

Listed:
  • Le Dinh Minh Tri

    (International University, Vietnam National University)

  • Phan Vu Diem Quynh

    (International University, Vietnam National University)

  • Le Doan Kim Linh

    (International University, Vietnam National University)

Abstract

This study examines the influences of Online Interaction Propensity in university confessions pages, Attitude toward participating in university confessions pages, and Higher Education involvement on the engagement of students with their university. The relational outcomes comprising students’ word-of-mouth activity and praise are also investigated. The quantitative online and offline surveys were conducted on 509 participants targeting university students and graduates who follow or interact with posts on universities’ confession pages. The collected data was then processed and employed SEM path analysis to empirically examine the proposed conceptual model. The results determine that both online interaction propensity and higher education involvement have significant impacts on the engagement of students in their university while the attitude of students toward participating in university confessions pages has no impact on this engagement. In addition, the influence of students’ engagement on their word-of-mouth is proved. The study shows a deep understanding of the drivers relating to the confession pages’ participation in students’ engagement with their university, and another way to generate positive student-university relationship outcomes. The results suggest universities should not overlook the impact of students’ participation in university confession pages, then adopt feasible and practical approaches in managing their relationship with students to stimulate their word-of-mouth. The research provides insights that have not been studied previously in the Vietnam higher education context. Although it is practically observed that students’ engagement is impacted by their participation in university confession pages, there is a lack of intensive work on this issue.

Suggested Citation

  • Le Dinh Minh Tri & Phan Vu Diem Quynh & Le Doan Kim Linh, 2022. "Anonymous online community, brand engagement and word-of-mouth in the higher education context," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 12(2), pages 65-81.
    • Handle: RePEc:bjw:econen:v:12:y:2022:i:2:p:65-81
    DOI: 10.46223/HCMCOUJS.econ.en.12.2.2151.2022
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2151/1766
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.12.2.2151.2022?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Cassandra France & Bill Merrilees & Dale Miller, 2016. "An integrated model of customer-brand engagement: Drivers and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 119-136, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    2. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    3. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    4. Yoo, Jungmin, 2024. "Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    6. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    7. Mangirdas Mork̄unas, 2023. "Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 102-111, January.
    8. Gligor, David & Bozkurt, Siddik, 2020. "FsQCA versus regression: The context of customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Kathy-Ann Fletcher & Ayantunji Gbadamosi, 2024. "Examining social media live stream’s influence on the consumer decision-making: a thematic analysis," Electronic Commerce Research, Springer, vol. 24(3), pages 2175-2205, September.
    10. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    11. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    12. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    13. Joachim Kernstock & Shaun M. Powell, 2018. "Twenty-five years of the Journal of Brand Management," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 489-493, November.
    14. Manuel Matos & Teresa Fernandes, 2021. "Volunteer engagement: drivers and outcomes on non-profits’ co-creation of value," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 471-490, December.
    15. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    16. Haichuan Zhao, 2019. "Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation," Future Internet, MDPI, vol. 11(4), pages 1-15, April.
    17. Catherine Prentice & Sandra Maria Correia Loureiro & João Guerreiro, 2023. "Engaging with intelligent voice assistants for wellbeing and brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 449-460, September.
    18. Marlena Jankowska & Berenika Sorokowska, 2023. "From Fashion Brand to Artwork: Divergent Thinking, Copyright Law, and Branding," Laws, MDPI, vol. 12(3), pages 1-19, May.
    19. Alam Kazmi, Syed Hasnain & Zaman, Syed Imran & Wahab, Abdul & Yan, Kou, 2018. "Rise of Digital Media to Triumph Brand Loyalty," MPRA Paper 96033, University Library of Munich, Germany.
    20. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:12:y:2022:i:2:p:65-81. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.