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

Momoko Fujita

doi:10.26182/5d1ac80e7b9d7

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

Momoko Fujita

UWA Business School

Research output: Thesis › Doctoral Thesis

983 Downloads (Pure)

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 language	English
Qualification	Doctor of Philosophy
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Harrigan, Paul, Supervisor Soutar, Geoff, Supervisor
Award date	10 Jun 2019
DOIs	https://doi.org/10.26182/5d1ac80e7b9d7
Publication status	Unpublished - 2019

Access to Document

10.26182/5d1ac80e7b9d7

TH19 155 THESIS - DOCTOR OF PHILOSOPHY - FUJITA Momoko -2019
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ANZMAC 2015 Travel Award
Fujita, M. (Recipient), 30 Nov 2015
Prize

8 Public lecture, debate or seminar

Two-way acculturation and identity co-creation in social media
Fujita, M. (Speaker)
14 Jun 2018 → 16 Jun 2018
Activity: Service and engagement › Public lecture, debate or seminar
Capturing and co-creating the student experience in social media: A roadmap to content marketing success
Fujita, M. (Speaker)
22 Nov 2018
Activity: Service and engagement › Public lecture, debate or seminar
Two-way acculturation in social media: The role of institutional efforts
Fujita, M. (Speaker)
13 Dec 2017
Activity: Service and engagement › Public lecture, debate or seminar

6 Article

Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions
Fujita, M., Harrigan, P., Soutar, G. N., Kumar Roy, S. & Roy, R., 1 Dec 2020, In: Journal of Business Research. 121, p. 642-654 13 p.
Research output: Contribution to journal › Article › peer-review
18 Citations (Scopus)
The strategic co-creation of content and student experiences in social media An identity theories perspective
Fujita, M., Harrigan, P. & Soutar, G. N., 14 Jan 2019, In: Qualitative Market Research. 22, 1, p. 50-69 20 p.
Research output: Contribution to journal › Article › peer-review
18 Citations (Scopus)
Two-way acculturation in social media: The role of institutional efforts
Fujita, M., Harrigan, P., Roy, S. K. & Soutar, G., 1 Aug 2019, In: Technological Forecasting and Social Change. 145, p. 532-542 11 p.
Research output: Contribution to journal › Article › peer-review
12 Citations (Scopus)

Cite this

@phdthesis{623f69b5c29b43f9ab078830d1737fcd,

title = "Enhancing student-university relationships through social media brand communities: An identity theories perspective",

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. ",

keywords = "Social media, Social media marketing\, Social identity theory, Content marketing, Identity theory, Brand community, Customer engagement, Netnography",

author = "Momoko Fujita",

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doi = "10.26182/5d1ac80e7b9d7",

language = "English",

school = "The University of Western Australia",

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AB - 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.

KW - Social media

KW - Social media marketing\

KW - Social identity theory

KW - Content marketing

KW - Identity theory

KW - Brand community

KW - Customer engagement

KW - Netnography

U2 - 10.26182/5d1ac80e7b9d7

DO - 10.26182/5d1ac80e7b9d7

M3 - Doctoral Thesis

ER -

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

Abstract

Access to Document

Fingerprint

Prizes

ANZMAC 2015 Travel Award

Activities

Two-way acculturation and identity co-creation in social media

Capturing and co-creating the student experience in social media: A roadmap to content marketing success

Two-way acculturation in social media: The role of institutional efforts

Research output

Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions

The strategic co-creation of content and student experiences in social media An identity theories perspective

Two-way acculturation in social media: The role of institutional efforts

Cite this