This study examines the relationship between social media marketing, content management, and university brand performance in the higher education context. It aims to explore how social media engagement and content management practices affect key brand equity dimensions.
Using Partial least squares structural equation modeling (PLS-SEM), data were collected from 208 university stakeholders across four higher education institutions in Tanzania. The study evaluates the direct and mediated effects of social media marketing on brand performance.
The results indicate significant direct effects of social media marketing on content management (estimate = 0.406, p < 0.001) and brand performance (estimate = 0.237, p < 0.001). Content management also demonstrates a positive effect on brand performance (estimate = 0.176, p = 0.014). A significant mediation effect of content management (estimate = 0.169, p = 0.023) highlights its critical role in enhancing brand outcomes.
The study’s cross-sectional design limits the ability to establish causality. Future research could explore these relationships in different cultural and institutional contexts for broader applicability.
This study emphasizes the need for universities to implement robust content management strategies that ensure brand consistency and integrity across digital platforms. By aligning social media marketing efforts with broader brand management objectives, institutions can effectively enhance their brand image, foster stakeholder engagement and build long-term loyalty.
Universities can strengthen their brand identity and foster better relationships with stakeholders by leveraging social media platforms for meaningful engagement and interaction.
This study advances the understanding of how digital marketing strategies, specifically social media engagement and content management, contribute to brand management within universities, offering insights applicable to higher education branding.
1. Introduction
The significance of branding within business markets is paramount, as brands play a pivotal role in signaling product characteristics, qualities, and the anticipated interaction between consumers and producers (Vesal et al., 2021). In the realm of higher education, the significance of branding has gained prominence in recent years for several compelling reasons. Establishing a strong brand identity is crucial for universities to set themselves apart in a competitive landscape (Maresova et al., 2020).
As higher learning institutions navigate the evolving global education landscape, branding has emerged as a strategic imperative. With the proliferation of educational options and the globalization of higher education, universities face intensified competition to attract students, secure research funding, and foster international collaborations (Khan and Yildiz, 2020). In this context, effective branding not only enables universities to differentiate themselves but also allows them to communicate their unique value propositions and strengths to stakeholders locally and globally. A well-defined brand helps universities stand out and capture the attention of prospective students, faculty members, donors, and partners, thereby enhancing their overall visibility and reputation (Lund, 2019; Hossain and Sakib, 2016).
In response to these challenges, universities worldwide have embraced various strategies to fortify their brands. These strategies encompass comprehensive marketing campaigns, including extensive advertisements during peak periods such as the call for application season, the introduction of innovative academic programs, forging strategic partnerships with industry leaders, and implementing robust alumni engagement initiatives (Rauschnabel et al., 2016; Pharr, 2016). Additionally, there is a growing trend in the contemporary utilization of social media platforms for outreach and engagement, particularly pronounced in developing countries like Tanzania.
Social media has emerged as a widely adopted communication tool, facilitating interactions among organizations, communities, and individuals (Masele and Rwehikiza, 2024; Nguyen et al., 2021). Users actively engage with brands on social media platforms, recognizing them as additional sources of information contributing to brand equity (Masele and Rwehikiza, 2024; Desai and Han, 2019).
Scholars agree that social media marketing endeavors significantly contribute to disseminating information through interactive communication channels (Nguyen et al., 2021). These activities bring benefits to universities, including engaging students, raising awareness of faculty research, and securing media coverage for the university. Greater engagement in social media platforms has the potential to bolster university brands and facilitate the attainment of sustainable competitive advantages (Rutter et al., 2016).
According to Koay et al. (2020), the elements of social media communication present businesses with opportunities to engage directly with their customers, encompassing activities such as addressing customer complaints, sharing information, fostering brand awareness, and cultivating brand image. Consequently, proficient social media marketing initiatives play a crucial role in shaping favorable consumer-based brand equity, encompassing aspects such as brand loyalty, perceived quality, and brand awareness.
Despite the widespread acknowledgment of the importance of social media marketing activities, universities, particularly those in developing countries like Tanzania, grapple with the pervasive negative side of social media, which threatens their reputation and operational effectiveness (Masese Chuma Benard et al., 2021). The constant influx of negative content, ranging from critical comments to fake news and controversial posts, negatively affects trust and credibility among stakeholders (Pérez-Escoda, 2022; Oksanen et al., 2022).
Given the challenges posed by social media’s negative impact on universities, particularly pronounced in developing countries like Tanzania, this research hypothesized that implementing robust content management practices could offer a viable solution. By effectively strategizing content management, universities can wield greater control over their online narrative on social media platforms. However, previous studies have yet to delve into how this control mechanism might moderate the relationship between social media activities and university outcomes.
In this path, this study aims to investigate how content management mediates social media management challenges within universities, especially in developing nations. Understanding effective content management is crucial for universities to counteract the negative impacts of social media on their reputation and operations. By analyzing current practices and emerging strategies, the research seeks to identify mechanisms aiding universities in navigating social media complexities. The study aims to propose tailored recommendations and guidelines for university environments in developing countries, empowering them to utilize social media effectively while maintaining reputation and stakeholder trust.
2. Literature Review
2.1 Brand equity model
In the existing literature, several brand equity models have been discussed including Aaker’s model (1996). The concept has been extensively discussed to understand the multifaceted nature of brand value and its implications for businesses. Aaker elucidated that a brand’s assets and liabilities, contributing to its equity, can vary depending on the context and are typically categorized into five groups: brand loyalty, name awareness, perceived quality, brand associations, and other proprietary assets. Moreover, the author asserted that a brand attains loyalty status by cultivating an exclusive, positive, and distinctive image in the minds of customers. Further researchers, such as Li et al. (2023), conceptualize brand performance through variables including consumer brand loyalty, brand purchase intention, and brand recommendation.
Research indicates that pivotal dimensions such as brand loyalty, awareness, perceived quality, brand associations, and brand assets significantly influence consumer perceptions, preferences, and behaviors toward brands (Aaker, 1996). Current research highlights the significant impact of various dimensions on consumer perceptions, preferences, and behaviors toward brands. For instance, Kegoro and Justus (2020) underscored brand loyalty as a critical driver of long-term profitability and competitive advantage. Similarly, Dewi et al. (2020) emphasized the influence of brand awareness on consumer consideration and choice. Additionally, Abu Zayyad et al. (2021) demonstrated the role of perceived quality in shaping brand credibility and purchase intentions. Moreover, Pina and Dias (2021) highlighted how brand associations contribute to brand differentiation and emotional connections with consumers.
Despite the recognized significance of brand equity and its implications for firms' performance through various dimensions and value to customers and stakeholders, the application of these elements in the service sector, particularly within universities and predominantly public universities, remains largely unexplored. The complexity inherent in the service sector, coupled with the intricate nature of higher education (Whisman, 2009), renders brand management strategy poorly understood in this context (Clark et al., 2020).
Furthermore, the literature raises questions about how to effectively build university brands, highlighting gaps in understanding the application of brand equity dimensions within the realm of social media marketing activities and their impact on university brands. Consequently, this study aims to bridge this gap by investigating how social media marketing activities influence these dimensions of brand equity within Tanzanian universities, thereby contributing to a more comprehensive understanding of brand management strategies within the higher education sector. In this study, the dimensions of Brand awareness, Brand loyalty, and Brand Image were adopted from Aaker (1996) to reflect the brand perceptions of universities.
2.2 Social media marketing activities and brand performance
Social media has become an integral part of communication in the modern era, facilitating interactions across various domains (Kietzmann et al., 2011). With platforms like Facebook, Twitter, Instagram, and Snapchat, individuals and organizations engage in diverse forms of communication and interaction. This medium serves as a valuable source of information and significantly influences brand equity (Clark et al., 2020).
Scholars such as Kent and Li (2020), Erdoğmuş and Cicek (2012), and Muller and Peres (2019) have delved into the intricacies of social media marketing, emphasizing elements like popularity, engagement, interactions, and content management (Kent and Li, 2020; Erdoğmuş and Cicek, 2012; Muller and Peres, 2019). Building on these conceptualizations, this study focuses on three key social media marketing activities: the frequency of social media posts, which reflects interaction levels; engagement metrics, which gauge audience participation; and an assessment of the type and quality of shared content, as recommended by cited scholars.
Recognizing the importance of social media in organizational strategies, managers increasingly view social media marketing as essential for digital transformation and business growth (Nguyen et al., 2021). These activities not only facilitate the exchange of information and ideas but also influence decision-making processes and guide brand strategies.
In social media studies, researchers have long recognized the importance of social influence in affecting consumer decisions, and recent studies have shown that people’s connection patterns and the strength of social ties can signify the intensity of social interactions (Aral and Walker, 2014; Katona et al., 2011). These findings underscore the significant impact of social interactions on consumer behavior, particularly in the context of firms' brands. The level of engagement and interaction on social media platforms can directly influence consumers' perceptions of and interactions with brands, highlighting the crucial role of social influence in shaping brand-related decisions.
In the context of higher education, social media marketing plays a crucial role in disseminating information through interactive channels (Lund, 2019; Bélanger et al., 2014). By engaging students, raising awareness of faculty research, and supporting university recruitment efforts, these activities confer a competitive advantage (Duque, 2016, as cited in Nguyen et al., 2021), contributing to enhanced brand reputation and visibility.
Recent studies have underscored the significance of social media interaction in higher education, particularly concerning university brand performance. Nguyen et al. (2021) highlighted the substantial impact of social media interaction on brand value management, noting higher engagement levels in private universities compared to public counterparts. However, the extent of social media interaction in public universities remains underexplored, representing a notable research gap. Also, many educational institutions struggle to optimize social media platforms, resulting in disjointed brand images and negative outcomes (Maresova et al., 2020).
In a study conducted by Koay et al. (2020), it was found that perceived social media marketing activities exerted a significant positive influence on consumer-based brand equity. Additionally, the research indicated that a positive brand experience contributes to enhancing consumer-based brand equity. However, it is noteworthy that the study primarily focused on private universities in Malaysia and may not fully consider the potential impact of negative content on social media platforms, which could adversely affect brand equity. Furthermore, the findings may not be generalizable to public universities, which possess unique characteristics and contexts (Al-Kurdi et al., 2018).
In connection with this gap, Maresova et al. (2020) identified a significant deficiency in the understanding of digital marketing strategy development, particularly concerning the establishment of a consistent brand image within higher learning institutions (HLIs). Despite brand managers in educational institutions and other enterprises being cognizant of the potential of social media, there remains a surprising lack of cohesive knowledge regarding effective strategies in this domain. Thus, further research is warranted to explore the implications of social media marketing activities on brand equity, especially within the context of public universities and other diverse settings.
Moreover, despite the extensive literature on social media marketing activities, numerous questions persist. One such inquiry revolves around the engagement of universities, particularly public institutions in developing countries, which are increasingly embracing this approach. Additionally, a significant gap exists in comprehending the management of social media platforms within the university context, particularly concerning challenges such as negative word-of-mouth marketing (WOMM), which can detrimentally impact brand perceptions.
Scholars including Oriakhi et al. (2023), conducted a study at the University of Bristol, investigating the social media activities of the selected university and warned about the negative effects of controversial information in social media on brands in case it is not well-controlled. As a result, the importance of implementing content control and management measures becomes evident.
Content management involves various actions taken by universities on social media platforms to oversee, organize, and control the information, news, and content being shared. The goal is to ensure that any harmful or inappropriate content is promptly removed (Fischman-Afori, 2023). It includes tasks like monitoring what gets posted, making sure it aligns with university values, and taking action if something is harmful or goes against guidelines. By managing content effectively, universities aim to maintain a positive and safe online environment for their community, promoting trust and credibility in their online presence.
In light of the identified gap in the literature regarding the influence of social media marketing activities on university brands, particularly within public institutions, this study aims to address these specific research gaps. Additionally, it seeks to explore the moderating role of content moderation in bolstering the relationship between social media marketing activities and university brands. Through this research endeavor, we aim to offer valuable insights into the effective management of social media platforms within the university setting and its consequential impact on brand perceptions and reputation.
Drawing from the literature, it is evident that engagement on social media, as a crucial component of marketing activities, is positively correlated with university brand. Building upon this understanding and considering the potential mediation of content moderation, the following hypotheses are proposed:
2.2.1 Main hypotheses
Social media marketing activities positively influence university performance.
There is a positive relationship between social media marketing activities and content management within universities.
Effective content management positively impacts university brand performance.
Content management mediates the relationship between social media marketing activities and university brand performance.
2.3 Conceptual model
The conceptual model proposed in this study delineates the complex interplay among social media marketing activities, university brand performance, and the pivotal mediating influence of content management. As illustrated in Figure 1, the crucial aspect of this model is the assertion that social media marketing endeavors directly impact the overall brand performance of universities, influencing critical factors such as reputation, visibility, and stakeholder engagement.
However, the model posits that the efficacy of these social media efforts is contingent upon the quality of content management practices implemented by universities. Content management serves as a crucial intermediary mechanism, governing the nature and efficacy of social media content dissemination by universities.
It is anticipated that adept content management strategies encompassing content creation, curation, and moderation will bolster the positive outcomes of social media marketing initiatives on brand performance by ensuring the dissemination of relevant, accurate, and compelling content to stakeholders.
Conversely, inadequate content management may impede the attainment of desired brand performance outcomes by exacerbating challenges such as misinformation, negative sentiment, and brand inconsistency. Therefore, the conceptual model (Figure 1) underscores the imperative of integrating robust content management practices into social media marketing strategies within the university context, emphasizing its pivotal mediating role in shaping brand performance outcomes.
3. Methodology
3.1 Participants
The study population comprised alumni from four prominent Higher Education Institutions (HEIs) in Tanzania: The University of Dodoma (UDOM), Sokoine University of Agriculture (SUA), Mzumbe University (MU), and the University of Dar es Salaam (UDSM). These universities were selected based on diverse academic offerings, strong reputations, and geographical representation across Tanzania. By including these institutions, the study aimed to capture a broad spectrum of alumni experiences and perceptions, considering factors such as academic diversity, institutional reputation, and regional variations in brand perceptions and social media engagement. The rationale for selecting these universities lay in their significance and relevance to the Tanzanian higher education landscape, their established track records of academic excellence and community engagement, and their active digital presence, making them ideal candidates for examining the impact of social media marketing strategies on alumni engagement and brand perceptions.
3.2 Sample size determination
The required sample size for this study was established based on the recommendations of Hair et al. (2014) regarding Structural Equation Modeling (SEM) analysis. They suggest that a minimum sample size of 100 participants is generally adequate for SEM analysis to ensure statistical power and reliability of the results. Therefore, considering these guidelines and the practical constraints of the study, a sample size of 208 University stakeholders was deemed appropriate for conducting the analysis in this research.
3.3 Sampling technique
The study utilized a combination of sampling techniques, including stratified sampling and convenience sampling, to recruit participants from the selected universities. Mailed questionnaires were distributed to alumni through various social media platforms, providing them with the opportunity to participate in the study. This method sought to encompass a broad spectrum of perspectives and experiences among alumni representing various academic disciplines and graduating cohorts. A total of 208 respondents engaged in the survey, all of whom were active social media users and followers of at least one official social media platform affiliated with the selected universities.
3.4 Data collection instrument and measurement constructs
The data collection instrument employed in this study was a structured questionnaire distributed via mail. This method was selected for its efficacy in reaching a diverse range of respondents. The questionnaire encompassed variables related to both independent and dependent constructs. The independent variables were derived from social media marketing activities and included constructs such as frequency of social media posts and engagement metrics. These variables aimed to capture the extent of universities' engagement on social media platforms.
In addition, moderating variables were incorporated to examine the influence of content moderation on the relationship between social media marketing activities and brand performance. These moderating variables focused on regulating the quality, content, and control of social media information and discussions.
The dependent variable in this study was brand performance, specifically market performance, which encompassed constructs such as brand loyalty, brand image, and brand awareness. These variables were chosen to assess the overall effectiveness of universities' branding efforts in the digital space. All variables were captured using a 5-points Likert scale; A detailed description of the measurement constructs and their respective references can be found in Table 1.
Measurement constructs and sources
| Variable | Measurement | Scale | Source(s) of variables and measurement constructs |
|---|---|---|---|
| Social Media Marketing Activities | Frequency of social media posts | 5-point Likert scale (1–5) | Koay et al. (2020), Lim et al. (2020) |
| Engagement metrics | 5-point Likert scale (1–5) | Nguyen et al. (2021), Lim et al. (2020) | |
| Brand Performance | Brand awareness | 5-point Likert scale (1–5) | Koay et al. (2020), Mourad et al. (2020), Lau and Lee (1999), Aaker’s (1996) |
| Brand loyalty | 5-point Likert scale (1–5) | Muller and Peres (2019), Lau and Lee (1999), Aaker’s (1996) | |
| Brand image | 5-point Likert scale (1–5) | Li et al. (2023), Mourad et al. (2020), Lau and Lee (1999), Aaker’s (1996) | |
| Social Media Content Management |
| 5-point Likert scale (1–5) | Kent and Li (2020), Erdoğmuş and Cicek (2012), Maresova et al. (2020), Fischman (2023) |
3.5 Data analysis and results
In this study, Partial Least Squares Structural Equation Modeling (PLS-SEM) served as the principal analytical method. PLS-SEM was chosen for its suitability in analyzing intricate models containing latent variables, particularly when the sample size is relatively small compared to the number of variables. This method, which is variance-based, aims to elucidate the variance in dependent variables by exploring the relationships among latent constructs (Sarstedt et al., 2021). Furthermore, PLS-SEM is advantageous in exploratory research settings as it does not require strict assumptions about data distribution and accommodates the estimation of complex models comprising both formative and reflective constructs. In the context of this study, the latent constructs examined include Content Management, Brand Performance, and Social Media Marketing. These constructs were operationalized using observed variables derived from survey responses collected from participants.
3.5.1 Measurement model evaluation
The measurement model underwent rigorous evaluation to ensure the reliability and validity of the constructs employed in this study. Three key constructs were scrutinized: Content Management, Brand Performance, and Social Media Marketing.
Content Management was assessed using four indicators (CM1, CM2, CM3, CM4). The standardized regression weights (λ) ranged from 0.788 to 0.906, surpassing the threshold of 0.50, indicative of acceptable loadings. The Composite Reliability (CR) for Content Management was 0.916, exceeding the recommended threshold of 0.70, demonstrating commendable reliability. Furthermore, the Average Variance Extracted (AVE) was 0.733, signifying acceptable convergent validity.
Brand Performance was evaluated through four indicators (BP1, BP2, BP3, BP4). The standardized regression weights ranged from 0.691 to 0.915, meeting the threshold of 0.50 for acceptable loadings. The Composite Reliability for Brand Performance was 0.907, indicating sound reliability. Moreover, the AVE was 0.710, illustrating acceptable convergent validity.
Social Media Marketing was measured using four indicators (SMM1, SMM2, SMM3, SMM4). The standardized regression weights ranged from 0.700 to 0.793, satisfying the threshold for acceptable loadings. The Composite Reliability for Social Media Marketing was 0.816, demonstrating robust reliability. Additionally, the AVE was 0.527, indicative of acceptable convergent validity.
In terms of the overall fit of the model, the Comparative Fit Index (CFI) yielded a value of 0.977, surpassing the recommended threshold of 0.90, indicating a commendable fit. The Chi-square divided by degrees of freedom (CMIN/DF) ratio was 1.686, falling below the commonly accepted threshold of 3 for a good fit. Furthermore, the Root Mean Square Error of Approximation (RMSEA) was 0.05, below the threshold of 0.08, signifying an acceptable fit.
Collectively, the measurement model exhibited satisfactory reliability and validity for all constructs, with acceptable loadings, composite reliability, and convergent validity. The model also demonstrated a good fit to the data according to established criteria, suggesting its suitability as a reliable and valid measurement model. The Tables 2 and 3 presents the results.
Results of the measurement model evaluation
| Construct | CR | AVE | CMIN/DF | CFI | RMSEA |
|---|---|---|---|---|---|
| Content Management | 0.916 | 0.733 | 1.686 | 0.977 | 0.05 |
| Brand Performance | 0.907 | 0.710 | |||
| Social Media Marketing | 0.816 | 0.527 | |||
| Accepted threshold | >0.70 | >0.50 | <3 | >0.90 | <0.08 |
| DECISION “Sample size = 208” | Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit | Acceptable fit |
Results of the construct loadings
| Variable | Constructs | Estimate |
|---|---|---|
| CM3 | Content Management | 0.906 |
| CM2 | Content Management | 0.885 |
| CM4 | Content Management | 0.842 |
| CM1 | Content Management | 0.788 |
| BP4 | Brand Performance | 0.915 |
| BP2 | Brand Performance | 0.871 |
| BP3 | Brand Performance | 0.876 |
| BP1 | Brand Performance | 0.691 |
| SMM2 | Social Media Marketing | 0.793 |
| SMM3 | Social Media Marketing | 0.700 |
| SMM1 | Social Media Marketing | 0.701 |
| SMM4 | Social Media Marketing | 0.706 |
Note(s): Decision = Acceptable Constructs
3.5.2 Preliminary information of the respondents
Before delving into the analysis of the relationship between respondents and the selected universities, it is essential to provide preliminary information about the respondents. In this study, a total of 208 individuals participated, representing various roles within the university ecosystem. These roles include students, alumni, faculty members, and employers. Among the respondents, the majority (53.9%) identified themselves as students currently affiliated with the university. Additionally, 26.9% of respondents indicated their affiliation as alumni, while 16.3% identified as faculty members. A smaller proportion of respondents (1.9%) reported their relationship as employers with the university. These findings indicate that all respondents in the study had some form of relationship with the selected universities, with students comprising the largest percentage of affiliations.
Regarding the social media platforms actively used by university stakeholders who participated in this study, further examination reveals interesting insights into their preferences and engagement habits. The data highlights the varied landscape of social media usage within the university community. Among the respondents, WhatsApp emerges as the most prevalent platform, with 31.3% actively utilizing it. Instagram closely follows, capturing the attention of 26.4% of respondents. Facebook maintains its popularity among respondents, with 24.0% actively engaging with it. Twitter and TikTok also make notable appearances, being used by 11.1% and 1.9% of respondents, respectively. In contrast, LinkedIn, YouTube, and the university’s website are accessed by smaller proportions of respondents, with 1.0%, 3.8%, and 0.5% respectively. These findings underscore the diverse social media preferences among university stakeholders, reflecting the evolving digital landscape within educational environments.
On the other hand, the study investigated the social media marketing platforms actively used by the affiliated universities included in this study. Among the universities surveyed, Instagram emerges as the most widely utilized platform for marketing purposes, with 38.0% of universities leveraging its features. Facebook follows closely behind, with 26.0% of universities utilizing it as a marketing tool. Twitter and WhatsApp are also utilized by a notable proportion of universities, with 6.7% and 23.6%, respectively. LinkedIn, Snapchat, YouTube, and the university website are employed by smaller proportions of universities, each representing less than 3% of the sample. These findings underscore the diverse array of social media platforms employed by universities for marketing endeavors, reflecting the dynamic nature of digital marketing strategies within the higher education sector.
The variety of social media platforms employed by universities emphasizes the necessity of adopting a holistic approach to social media marketing. This involves harnessing the distinct characteristics of each platform to efficiently connect with and involve diverse audiences.
In essence, these results shed light on the dynamic digital environment in educational settings, stressing the significance of adjusting communication and marketing tactics to align with the evolving preferences and actions of university stakeholders and associated institutions.
3.5.3 Results of the structural Model’s and hypothesis testing
The results of the structural model and hypothesis testing reveal significant relationships between the constructs under investigation, adhering to a commonly used significance level of 0.05 in hypothesis testing. Firstly, Hypothesis 1 positing a direct positive influence of Social Media Marketing on Brand Performance is supported, with a significant estimate of 0.237 (CR = 3.519, p < 0.001). Similarly, Hypothesis 2, which suggests a positive relationship between Social Media Marketing and Content Management, is strongly supported, with an estimate of 0.406 (CR = 5.128, p < 0.001).
Furthermore, Hypothesis 4, proposing that Content Management mediates the relationship between Social Media Marketing and Brand Performance, is also significant, with an estimate of 0.169 (CR = 2.270, p = 0.023). This indicates that effective Content Management partially explains the relationship between Social Media Marketing activities and Brand Performance. Lastly, Hypothesis 3, indicating a direct positive influence of Content Management on Brand Performance, is supported, with an estimate of 0.176 (CR = 2.465, p = 0.014).
Therefore, the analysis reveals significant direct effects of social media marketing on both content management (estimate = 0.406, p < 0.001) and brand performance (estimate = 0.237, p < 0.001). Additionally, content management demonstrates a positive direct effect on brand performance (estimate = 0.176, p = 0.014). Notably, the mediation effect of content management on the relationship between social media marketing and brand performance is also significant (estimate = 0.169, p = 0.023). When considering the total effect, which encompasses both direct and indirect pathways, the influence of social media marketing on brand performance is estimated to be approximately 0.308. These findings suggest that Social Media Marketing activities positively impact both Brand Performance and Content Management within universities. Additionally, effective Content Management plays a significant role in enhancing Brand Performance, partially mediating the relationship between Social Media Marketing activities and Brand Performance. The results of the of the structural model’s and hypothesis testing are shown in the Table 4.
Results of the structural Model’s and hypothesis testing
| Hypothesis | Construct | Arrow | Construct | Estimate | S.E. | C.R. | p | Decision |
|---|---|---|---|---|---|---|---|---|
| H1 | BrandPerformance | ←(Direct) | SocialMediaMarketing | 0.237 | 0.067 | 3.519 | *** | Significant |
| H2 | ContentManagement | ← | SocialMediaMarketing | 0.406 | 0.079 | 5.128 | *** | Significant |
| H4 | BrandPerformance | ←(Mediation) | SocialMediaMarketing | 0.169 | 0.074 | 2.270 | 0.023 | Significant |
| H3 | BrandPerformance | ← | ContentManagement | 0.176 | 0.071 | 2.465 | 0.014 | Significant |
3.5.4 Comparison of direct effect (H1) and total effect (H4) of Social Media Marketing on University Brand Performance
3.5.4.1 Direct effect (H1)
The direct effect of Social Media Marketing on University Brand Performance (H1) is estimated at 0.237 (p < 0.001). This indicates the immediate impact of Social Media Marketing activities on Brand Performance without considering any intervening variables.
3.5.4.2 Total effect (H4)
On the other hand, the total effect of Social Media Marketing on University Brand Performance (H4) accounts for both direct and mediated pathways. The total effect is estimated to be approximately 0.308, considering the combined influence of direct engagement and the mediation through content management.
Interestingly, the absolute value of the direct effect (H1) is smaller than the total effect (H4). This suggests that while Social Media Marketing has a significant direct influence on University Brand Performance, its overall impact is augmented when considering the mediated pathways through content management. In other words, the indirect effects mediated by content management contribute to a greater extent to the overall influence of Social Media Marketing on University Brand Performance than the direct effects alone. These findings underscore the importance of considering both direct and mediated pathways when assessing the impact of Social Media Marketing strategies on university branding efforts. Effective content management practices play a crucial role in amplifying the influence of social media initiatives, ultimately enhancing university brand performance in the digital landscape. The results of statistical steps for mediation analysis are shown in the Table 5.
Summaries of statistical steps for mediation analysis by considering variable effects in the relationships
| Steps | Dependent variables | Independent variables | Coefficient | Coefficient value |
|---|---|---|---|---|
| First Step | University Brand Performance | Social Media Marketing | Total Effect (H4) | 0.308 |
| Second Step | University Brand Performance | Content Management | Indirect Effect (b) | 0.406 * 0.169 = 0.068 |
| Third Step | University Brand Performance | Social Media Marketing and Content Management | Indirect Effect (α) | 0.169 |
| Direct Effect (H1) | 0.237 |
3.6 Discussion of the results
The findings of this study provide valuable insights into the mediating dynamics of Social Media Marketing (SMM) on Tanzanian university brands, particularly in the context of Content Management (CM). The discussion will elucidate the implications of the results in relation to the theoretical framework, offer practical implications for university administrators, and suggest avenues for future research.
3.6.1 Direct influence of social media marketing on brand performance
Consistent with prior literature (Nguyen et al., 2021), our findings confirm a significant positive relationship between social media marketing (SMM) activities and Brand Performance (BP). This highlights the crucial role of social media platforms in enhancing brand visibility, engagement, and reputation within the higher education sector. Universities that effectively leverage SMM strategies are better positioned to differentiate themselves, attract prospective students, and foster stakeholder relationships.
3.6.2 Relationship between Social Media Marketing and Content Management
The study reveals a strong positive association between social media marketing (SMM) and content management (CM) within Tanzanian universities. This underscores the importance of robust content management practices in amplifying the impact of social media initiatives on brand perceptions. Effective CM involves strategies for monitoring, curating, and moderating content to ensure alignment with university values and goals. Our findings align with existing literature emphasizing the role of content management in optimizing the outcomes of social media marketing efforts (Kent and Li, 2020).
3.6.3 Mediating role of content management (CM)
One of the significant contributions of this study is the identification of CM as a mediator in the relationship between SMM and BP. This suggests that effective CM partially explains the link between social media activities and university brand performance. By moderating the quality, relevance, and dissemination of content on social media platforms, universities can enhance brand perceptions and mitigate reputational risks associated with online interactions. These findings underscore the importance of integrating content management practices into broader social media marketing strategies within the university context.
3.6.4 Practical implications
The findings of this study hold significant practical implications for university administrators and marketing practitioners seeking to optimize their social media marketing efforts and enhance university brand performance.
Firstly, the emphasis on content management practices underscores the importance of developing comprehensive strategies for monitoring and moderating online content. University administrators can establish protocols for content surveillance and moderation to ensure that all shared content aligns with institutional values and objectives. By implementing clear guidelines for content moderation, universities can maintain brand consistency and integrity, reducing the risk of reputational damage associated with inappropriate or off-brand content.
Furthermore, fostering meaningful stakeholder engagement is crucial for strengthening university brand identity and reputation in the digital landscape. Leveraging social media platforms to facilitate interactions and dialogue with students, alumni, faculty, staff, and other stakeholders can foster a sense of community and belonging. Actively responding to inquiries, soliciting feedback, and facilitating discussions on relevant topics demonstrate a commitment to stakeholder engagement and can enhance recruitment efforts and attract top talent to the institution.
Consistency across channels is key to building a strong and recognizable brand presence on social media. University administrators should ensure that branding elements such as logos, colors, fonts, and messaging are consistent across all digital platforms. By maintaining a cohesive brand identity, universities can reinforce brand recognition and trust among their audience. Aligning content with the institution’s brand values and personality helps to strengthen brand authenticity and resonance with stakeholders.
Moreover, monitoring and responding to online feedback is essential for maintaining a positive brand reputation. University administrators should actively monitor social media channels for mentions, comments, and reviews related to the institution. Promptly addressing concerns, acknowledging positive feedback, and engaging in constructive dialogue demonstrate a commitment to transparency and responsiveness, thereby enhancing brand credibility and trustworthiness.
Investing in social media training and resources can further enhance universities' digital marketing efforts. Providing staff with training on social media best practices, content creation, crisis management, and analytics tools equips them with the skills and knowledge needed to execute successful digital campaigns. Additionally, allocating resources for social media management tools, analytics platforms, and content creation software enables universities to streamline their digital marketing efforts and maximize their impact.
3.6.5 Theoretical implications
Theoretical implications of this study significantly advance our comprehension of the intricate interplay between social media marketing activities, content management, and university brand performance within the higher education context. By synthesizing established theories in brand management and social media marketing, this research enriches the theoretical underpinnings of these domains and offers profound insights into their application within the distinct setting of universities.
In particular, the study significantly contributes to the evolving literature on brand management within the service sector, with a focused lens on higher education. Leveraging Aaker’s brand equity model (1996) as the conceptual cornerstone, this research delves into the multifaceted nature of brand value, encompassing critical dimensions like brand loyalty, awareness, and image. Through the application of this model to the university context, the study illuminates the intricate ways in which social media marketing endeavors and content management strategies shape these dimensions of brand equity. Furthermore, by integrating theoretical frameworks from marketing, such as engagement theory and relationship marketing, the study explores the pivotal role of stakeholder engagement in steering university brand management efforts.
Additionally, the study significantly augments the expanding body of literature on social media marketing within higher education by underscoring the paramount importance of content management in molding brand performance outcomes. As the study accentuates, aligning digital marketing strategies with overarching brand management objectives is imperative for universities to navigate the complex digital landscape effectively. Theoretical frameworks deployed in this study provide nuanced insights into the significance of fostering authentic and transparent relationships with stakeholders on social media platforms. By emphasizing the value of cultivating meaningful interactions and dialogue, informed by theories of community engagement and social capital, the study underscores pathways to fortify university brand identities and reputations in the digital era.
3.6.6 Limitations and directions for further study
This study delves into the intricate relationship between social media marketing activities, content management, and university brand performance within the higher education sector. Drawing upon established theories in brand management and social media marketing, the research aims to provide valuable insights into the application of these concepts within the unique context of universities. By examining the influence of social media engagement and content management practices on brand perceptions and reputation, the study contributes to the evolving literature on brand management within the service sector, particularly in higher education.
However, it is essential to recognize the limitations of the study. The cross-sectional nature of the research restricts the depth of causal inference, and the exclusive focus on Tanzanian higher education institutions may limit the generalizability of findings to other cultural and institutional contexts. Future research endeavors could address these limitations by adopting longitudinal research designs and extending the scope of investigation to encompass diverse settings, thereby enhancing our understanding of the dynamics between social media marketing, content management, and university brand performance. Moreover, extending the scope of investigation beyond Tanzanian universities to encompass diverse cultural and institutional contexts would enhance the generalizability and applicability of findings, providing a more comprehensive understanding of the dynamics between social media marketing, content management, and university brand performance.
