IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v22y2025i2d10.1007_s12208-025-00434-z.html
   My bibliography  Save this article

How social media-based brand communities influence the choice intention of higher education institutions: the mediating role of brand attitude

Author

Listed:
  • Ousama El-Merabet

    (Sidi Mohamed Ben Abdellah University)

  • Siham Kinani

    (Sidi Mohamed Ben Abdellah University)

  • Zouhair El-Merabet

    (Wsb University)

Abstract

Higher education institutions increasingly need innovative strategies to convert members of their social media-based brand communities into enrolled students. This study manipulates the Theory of Planned Behavior (Ajzen, 1991) along with relevant aspects of social media community experiences to offer context-specific insights into how social media-based brand communities influence the intention to select higher education institutions. Data from 401 prospective students were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4 software to test the research hypotheses. According to the study findings, social interaction, homophily experience, subjective norms, and perceived credibility predict brand attitude. However, perceived behavioral control has no significant impact on brand attitude. Furthermore, this study shows that prospective students’ interactions with higher education institutions’ social media-based brand communities do not directly impact their choice intention but rely on brand attitude as a mediator. The study assists higher education administrators in understanding how to cultivate students’ brand attitudes and select effective levers for their social media-based recruitment strategies.

Suggested Citation

  • Ousama El-Merabet & Siham Kinani & Zouhair El-Merabet, 2025. "How social media-based brand communities influence the choice intention of higher education institutions: the mediating role of brand attitude," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(2), pages 465-488, June.
  • Handle: RePEc:spr:irpnmk:v:22:y:2025:i:2:d:10.1007_s12208-025-00434-z
    DOI: 10.1007/s12208-025-00434-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-025-00434-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-025-00434-z?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sanjay Krishnapratap Pawar, 2024. "Social media in higher education marketing: a systematic literature review and research agenda," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2423059-242, December.
    2. Esperanza Garza Salgado & Marcelo Royo Vela, 2019. "Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(1), pages 102-120, January.
    3. Miriam Nanyeli Sánchez Garza & Mónica Lorena Sánchez Limón & Yesenia Sánchez Tovar & Sikander Ali Qalati, 2024. "Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2318809-231, December.
    4. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.
    5. Syed Asim Shah & Muhammad Haroon Shoukat & Muhammad Shakil Ahmad & Bilal Khan, 2024. "Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 34(1), pages 344-367, January.
    6. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    7. Antonio Silva & Peter John, 2017. "Social norms don’t always work: An experiment to encourage more efficient fees collection for students," PLOS ONE, Public Library of Science, vol. 12(5), pages 1-9, May.
    8. Ardvin Kester S Ong & Yogi Tri Prasetyo & Venice Cristine C Dangaran & Mark Anthony D Gudez & Julius Ivan M Juanier & Gabriel Andrey D Paulite & Rohn Xavier R Yambot & Satria Fadil Persada & Reny Nadl, 2023. "Determination of loyalty among high school students to retain in the same university for higher education: An integration of Self-Determination Theory and Extended Theory of Planned Behavior," PLOS ONE, Public Library of Science, vol. 18(11), pages 1-22, November.
    9. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Amanda Bridget Mwenda & Miriam Sullivan & Ann Grand, 2019. "How do Australian universities market STEM courses in YouTube videos?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 191-208, July.
    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. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    2. Neszveda, Gábor & Horváth, Zsófia, 2024. "Új szempont a magyar felsőoktatási intézmények teljesítményének mérésében - az egyetemek online láthatósága [Online visibility - A new aspect of measuring the performance of Hungarian higher educat," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(7), pages 755-790.
    3. Jose Luis Matarranz & Jesús García-Madariaga & Marisol Carvajal, 2024. "Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2187-2207, September.
    4. Wei He & Chenyuan Jin, 2024. "A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory," Electronic Commerce Research, Springer, vol. 24(2), pages 1235-1265, June.
    5. Stachowiak-Krzyżan Magda, 2019. "Social Media as a Source of Information About Universities Among Candidates for Studies," Marketing of Scientific and Research Organizations, Sciendo, vol. 34(4), pages 65-88, December.
    6. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Suhaib Ahmed & Tahir Islam & Abdul Ghaffar, 2024. "Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness," SAGE Open, , vol. 14(2), pages 21582440241, May.
    9. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    10. Li, You & Li, Xiaolin & Cai, Jiali, 2021. "How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    12. Conde, Rita & Casais, Beatriz, 2023. "Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship," Journal of Business Research, Elsevier, vol. 158(C).
    13. Barta, Sergio & Belanche, Daniel & Fernández, Ana & Flavián, Marta, 2023. "Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    14. Choi, Sunghee & Hwang, Seok-Joon & Denzau, Arthur T., 2021. "Do households conserve electricity when they receive signals of greater consumption than neighbours? The Korean case," Energy, Elsevier, vol. 225(C).
    15. Shen, Meng & Li, Xiang & Lu, Yujie & Cui, Qingbin & Wei, Yi-Ming, 2021. "Personality-based normative feedback intervention for energy conservation," Energy Economics, Elsevier, vol. 104(C).
    16. Nguyen, Phan Dinh & Tran, Lobel Trong Thuy & Baker, John, 2021. "Driving university brand value through social media," Technology in Society, Elsevier, vol. 65(C).
    17. Shaheer, Noman & Chen, Yu & Kim, Hoik & Li, Sali, 2024. "Disguise or disclose? How identities of individual entrepreneurs on digital platforms influence their international success," Journal of International Management, Elsevier, vol. 30(2).
    18. Soren, Anup Anurag & Chakraborty, Shibashish, 2023. "The formation of habit and word-of-mouth intention of over-the-top platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Qian-Qian Huang & Hong-Jian Qu & Pei Li, 2022. "The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
    20. Benevento, Elisabetta & Aloini, Davide & Roma, Paolo & Bellino, Davide, 2025. "The impact of influencers on brand social network growth: Insights from new product launch events on Twitter," Journal of Business Research, Elsevier, vol. 189(C).

    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:spr:irpnmk:v:22:y:2025:i:2:d:10.1007_s12208-025-00434-z. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.