Measurement items
| Construct | Items |
|---|---|
| Argument quality (adapted from Sussman and Siegal, 2003) | |
| AQ1 | The posts about the University on social media provide accurate information |
| AQ2 | The posts about the University on social media provide relevant information |
| AQ3 | The posts about the University on social media provide comprehensive information |
| AQ4 | The posts about the University on social media provide timely information |
| Post-quantity (adapted from Park et al., 2007; Xu and Yao, 2015) | |
| PQ1 | Many people interact with the posts about the University on social media |
| PQ2 | There is a variety of topic about the University on social media |
| PQ3 | There is a multitude of information about the University on social media |
| PQ4 | The number of posts about the University on social media is very high |
| PQ5 | The number of posts about the University on social media is sufficient |
| Cognitive response (adapted from Sussman and Siegal, 2003) | |
| CR1 | The information about the University on social media is helpful to me |
| CR2 | The information about the University on social media is informative |
| CR3 | The information about the University on social media is important to me |
| CR4 | The information about the University on social media is valuable to me |
| Affective response (adapted from Li et al., 2014) | |
| AR1 | It makes me very pleasant after reading the posts about the University on social media |
| AR2 | I feel very enjoyable after reading the posts about the University on social media |
| AR3 | I couldn’t restrain excitement when I saw the recommendation about the University on social media |
| Brand co-creation behavior (second-order construct) (adapted from France et al., 2018) Development | |
| COD1 | I create content the posts about the University on social media |
| COD2 | I create advertising and share it with others on social media |
| COD3 | I take photos of myself with the University and share them with others on social media |
| COD4 | I develop ideas for the University on social media* |
| Feedback | |
| COF1 | When I have a positive experience about the University on social media, I provided them feedback |
| COF2 | I provide useful ideas on how to improve the brand of the University on social media |
| COF3 | When I noticed a problem with the University, I told to the manager |
| COF4 | I share my ideas for brand improvement* |
| Advocacy | |
| COA1 | I recommend the University to others |
| COA2 | I say positive things about the University to others |
| COA3 | I spread the good word about the University |
| COA4 | I encourage my friends and relatives to study at the University |
| Helping | |
| COH1 | I help others when they had problems with the University |
| COH2 | I give advice to others about the University |
| COH3 | I tell others about new things with the University |
| University reputation (adapted from Foroudi et al., 2019) | |
| UR1 | I have a good feeling about the University |
| UR2 | I admire and respect the University |
| UR3 | The University offers products and services that are good value for money |
| UR4 | The University is well-managed |
| Construct | Items |
|---|---|
| AQ1 | The posts about the University on social media provide accurate information |
| AQ2 | The posts about the University on social media provide relevant information |
| AQ3 | The posts about the University on social media provide comprehensive information |
| AQ4 | The posts about the University on social media provide timely information |
| PQ1 | Many people interact with the posts about the University on social media |
| PQ2 | There is a variety of topic about the University on social media |
| PQ3 | There is a multitude of information about the University on social media |
| PQ4 | The number of posts about the University on social media is very high |
| PQ5 | The number of posts about the University on social media is sufficient |
| CR1 | The information about the University on social media is helpful to me |
| CR2 | The information about the University on social media is informative |
| CR3 | The information about the University on social media is important to me |
| CR4 | The information about the University on social media is valuable to me |
| AR1 | It makes me very pleasant after reading the posts about the University on social media |
| AR2 | I feel very enjoyable after reading the posts about the University on social media |
| AR3 | I couldn’t restrain excitement when I saw the recommendation about the University on social media |
| COD1 | I create content the posts about the University on social media |
| COD2 | I create advertising and share it with others on social media |
| COD3 | I take photos of myself with the University and share them with others on social media |
| COD4 | I develop ideas for the University on social media* |
| COF1 | When I have a positive experience about the University on social media, I provided them feedback |
| COF2 | I provide useful ideas on how to improve the brand of the University on social media |
| COF3 | When I noticed a problem with the University, I told to the manager |
| COF4 | I share my ideas for brand improvement* |
| COA1 | I recommend the University to others |
| COA2 | I say positive things about the University to others |
| COA3 | I spread the good word about the University |
| COA4 | I encourage my friends and relatives to study at the University |
| COH1 | I help others when they had problems with the University |
| COH2 | I give advice to others about the University |
| COH3 | I tell others about new things with the University |
| UR1 | I have a good feeling about the University |
| UR2 | I admire and respect the University |
| UR3 | The University offers products and services that are good value for money |
| UR4 | The University is well-managed |
Note(s): * Item removed during assessment of the measurement model
Source(s): Table by authors
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