Using social media in an educational context to enhance brand loyalty: an exploratory case study

Ewelina Lacka, Lorna Stevens, Eileen Conlan, Theofilos Tzanidis

Research output: Contribution to conferencePaper

Abstract

Drawing on Urde's (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottish University, the paper examines elements of the external corporate brand building process, such as brand interest and sensitivity, brand awareness, brand associations, and the extent to which social media creates added value in terms of student perceptions. It also explores whether or not social media used in an educational context enhances interactions and relationships, and whether it has the power to instil stronger brand loyalty and affection in the student body. Ultimately the paper considers whether the use of social media as an educational tool, rather than as a marketing tool, enhances and enriches brand loyalty, or whether it has a purely functional, facilitating role.
Original languageEnglish
Publication statusPublished - 14 Jul 2014
EventAcademy of Marketing Conference 2014 - Bournemouth University, Bournemouth, United Kingdom
Duration: 7 Jul 201410 Jul 2014
https://www.academyofmarketing.org/conference-2014/am2014-conference-programme-documentation

Conference

ConferenceAcademy of Marketing Conference 2014
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14
Internet address

Fingerprint

Education
Brand loyalty
Social media
Corporate brand
Student perceptions
Exploratory study
Marketing tools
Brand value
Brand awareness
Business model
Value creation
Marketing
Added value
Business schools
Interaction
Brand association
Focus groups

Cite this

Lacka, E., Stevens, L., Conlan, E., & Tzanidis, T. (2014). Using social media in an educational context to enhance brand loyalty: an exploratory case study. Paper presented at Academy of Marketing Conference 2014, Bournemouth, United Kingdom.
Lacka, Ewelina ; Stevens, Lorna ; Conlan, Eileen ; Tzanidis, Theofilos. / Using social media in an educational context to enhance brand loyalty : an exploratory case study. Paper presented at Academy of Marketing Conference 2014, Bournemouth, United Kingdom.
@conference{266f68cf370a41939a0290ea7ea4d2f9,
title = "Using social media in an educational context to enhance brand loyalty: an exploratory case study",
abstract = "Drawing on Urde's (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottish University, the paper examines elements of the external corporate brand building process, such as brand interest and sensitivity, brand awareness, brand associations, and the extent to which social media creates added value in terms of student perceptions. It also explores whether or not social media used in an educational context enhances interactions and relationships, and whether it has the power to instil stronger brand loyalty and affection in the student body. Ultimately the paper considers whether the use of social media as an educational tool, rather than as a marketing tool, enhances and enriches brand loyalty, or whether it has a purely functional, facilitating role.",
author = "Ewelina Lacka and Lorna Stevens and Eileen Conlan and Theofilos Tzanidis",
note = "Author Eileen Conlan wrote the paper under her previous name, Eileen Henderson.; Academy of Marketing Conference 2014 ; Conference date: 07-07-2014 Through 10-07-2014",
year = "2014",
month = "7",
day = "14",
language = "English",
url = "https://www.academyofmarketing.org/conference-2014/am2014-conference-programme-documentation",

}

Lacka, E, Stevens, L, Conlan, E & Tzanidis, T 2014, 'Using social media in an educational context to enhance brand loyalty: an exploratory case study' Paper presented at Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7/07/14 - 10/07/14, .

Using social media in an educational context to enhance brand loyalty : an exploratory case study. / Lacka, Ewelina; Stevens, Lorna; Conlan, Eileen; Tzanidis, Theofilos.

2014. Paper presented at Academy of Marketing Conference 2014, Bournemouth, United Kingdom.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Using social media in an educational context to enhance brand loyalty

T2 - an exploratory case study

AU - Lacka, Ewelina

AU - Stevens, Lorna

AU - Conlan, Eileen

AU - Tzanidis, Theofilos

N1 - Author Eileen Conlan wrote the paper under her previous name, Eileen Henderson.

PY - 2014/7/14

Y1 - 2014/7/14

N2 - Drawing on Urde's (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottish University, the paper examines elements of the external corporate brand building process, such as brand interest and sensitivity, brand awareness, brand associations, and the extent to which social media creates added value in terms of student perceptions. It also explores whether or not social media used in an educational context enhances interactions and relationships, and whether it has the power to instil stronger brand loyalty and affection in the student body. Ultimately the paper considers whether the use of social media as an educational tool, rather than as a marketing tool, enhances and enriches brand loyalty, or whether it has a purely functional, facilitating role.

AB - Drawing on Urde's (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottish University, the paper examines elements of the external corporate brand building process, such as brand interest and sensitivity, brand awareness, brand associations, and the extent to which social media creates added value in terms of student perceptions. It also explores whether or not social media used in an educational context enhances interactions and relationships, and whether it has the power to instil stronger brand loyalty and affection in the student body. Ultimately the paper considers whether the use of social media as an educational tool, rather than as a marketing tool, enhances and enriches brand loyalty, or whether it has a purely functional, facilitating role.

UR - https://www.academyofmarketing.org/conference-2014/am2014-conference-programme-documentation

M3 - Paper

ER -

Lacka E, Stevens L, Conlan E, Tzanidis T. Using social media in an educational context to enhance brand loyalty: an exploratory case study. 2014. Paper presented at Academy of Marketing Conference 2014, Bournemouth, United Kingdom.