Using social media in an educational context to enhance brand loyalty: an exploratory case study

Ewelina Lacka, Lorna Stevens, Eileen Henderson, Theofilos Tzanidis

Research output: Contribution to conferencePaper

Abstract

Drawing on Urde's (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a
Scottish University, the paper examines elements of the external corporate brand building process, such as brand interest and sensitivity, brand awareness, brand associations, and the extent to which social media creates added value in terms of student perceptions. It also explores whether or not social media used in an educational context enhances interactions and relationships, and whether it
has the power to instil stronger brand loyalty and affection in the student body. Ultimately the paper considers whether the use of social media as an educational tool, rather than as a marketing tool, enhances and enriches brand loyalty, or whether it has a purely functional, facilitating role.
Original languageEnglish
Publication statusPublished - Jul 2014
Event47th Academy of Marketing Conference - Bournemouth University, Bournemouth, United Kingdom
Duration: 7 Jul 201410 Jul 2014

Conference

Conference47th Academy of Marketing Conference
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14

Keywords

  • corporate brand value creation
  • social media
  • brand loyalty
  • consumer behaviour

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    Lacka, E., Stevens, L., Henderson, E., & Tzanidis, T. (2014). Using social media in an educational context to enhance brand loyalty: an exploratory case study. Paper presented at 47th Academy of Marketing Conference, Bournemouth, United Kingdom.