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: Chapter in Book/Report/Conference proceedingConference contribution

Abstract / Description of output

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
Title of host publication47th Academy of Marketing Conference
Publication statusPublished - 1 Jul 2014

Keywords / Materials (for Non-textual outputs)

  • corporate brand value creation
  • marketing
  • distribution of products
  • consumer behaviour
  • brand loyalty
  • social media

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