The Impact of Social Media Marketing on Brand Community Membership: A Higher Education Perspective of University Students’ Experiences in Kuwait

Proceedings

article

Doha Saleh Almutawaa¹  Alper Erturk¹  Vladimir Simovic¹  Fatima AlLougman¹  Hamad AlWazzan² 

[1] College of Business, Australian University;College of Business Administration, Gulf University for Science and Technology

关键词: identity;    brand community;    social media;    higher education institutions;   

DOI  :  10.3390/proceedings2023085007

学科分类：社会科学、人文和艺术（综合）

来源: mdpi

【 摘 要 】

Consumer identification with brands has received extensive attention in the fields of consumer behavior and psychology. Such consumer-brand identification is conceptualized through the term “brand community”. A brand community is formed when a group of consumers express their interest towards and communicate their identities through a specific brand. The current literature shows that existing research on brand communities appears to be dominantly oriented towards tangible products. Accordingly, this research aims to explore the impact of social media marketing on brand community membership related to an intangible aspect of the self. Contextually, the research seeks to examine the impact of social media marketing of higher education institutions in Kuwait on students’ relevant associations. Students are at the core of higher education institutions due to identifying as both consumers and creators of value. A mixed method approach to data collection and analysis will be employed in this research. The findings of this research are expected to provide important implications for theory and practice.

【 授权许可】

CC BY