Factors affecting brand attachment in the social media channels: Case of university in Vietnam
Department of Marketing Management, Faculty of Business Management, Hanoi University of Industry, Vietnam.
Research Article
World Journal of Advanced Research and Reviews, 2024, 22(02), 880–892
Article DOI: 10.30574/wjarr.2024.22.2.1366
Publication history:
Received on 23 March 2024; revised on 01 May 2024; accepted on 03 May 2024
Abstract:
Originated from the reason that Hanoi University of Industry (HaUI)’s current social media network is still limited, specifically HaUI's Fanpage has not yet been green-checked, thereby leading to weak brand attachment have little impact on university admissions. From collecting data from information sources such as newspapers, social networking sites, the author has inherited previous studies to propose a research model and conduct quantitative research analysis. Through designing a survey questionnaire and randomly sending it to individuals who are studying and working at HaUI, specifically lecturers, staff and especially the university students. The study obtained 338 valid responses that were coded and cleaned using SPSS and AMOS software. After the cleaning and coding step, reliability testing, exploratory factor analysis, confirmatory factor analysis and structural equation modelling were conducted. The research has made a significant theoretical contribution in terms of the important mediation role of brand awareness, perceived quality and university reputation in the relationship between social media communication and brand attachment. From there, it also provided the practical contribution to improve the association of the brand with students, to perfectionate the social networking sites,to share positive things, interesting, attractive and relevant lessons.
Keywords:
Social media; Brand attachment; Brand reputation; Brand awareness; Quality
Full text article in PDF:
Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0