Enhancing student-university relationships through social media brand communities: An identity theories perspective

Research output: ThesisDoctoral Thesis

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Abstract

Drawing on identity theories, this thesis contributes to our understanding of the strategic processes underpinning social media marketing success in a higher education context. Papers one and two explore the nature of member engagement in an institution's social media brand community (SMBC). Papers three and four examine the roles marketers and co-created content have on SMBC experiences. Papers five and six further investigate the influences of content tactics, marketer traits and other users on identity co-creation and member relationships. The availability of social media-enabled, institution- and member-owned identity resources drive relationships by allowing members to fulfil their identity needs.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • The University of Western Australia
Supervisors/Advisors
  • Harrigan, Paul, Supervisor
  • Soutar, Geoff, Supervisor
Award date10 Jun 2019
DOIs
Publication statusUnpublished - 2019

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