Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Alejandro Mujica,Manuel Luis Lodeiros-Zubiria,Esteban Villanueva

doi:10.3991/ijet.v16i17.23339

Abstract

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

Highlights

Technological development is one of the most important trends defining society today, with the education sector being one of the most active in adopting it, and at the same time facing the most challenges [1]
Within this digital transformation of education, one of the most evident changes is the development of e-learning, with Massive Open Online Courses (MOOCs) being one of the most popular educational techniques, as they are usually free or offered at modest prices[3]. These courses were first created by MIT and Harvard in 2012 [4] and nowadays they have become an educational phenomenon, where, thanks to technology [5], a large number of people can access quality education from any country in the world [6], as MOOCs are able to systematise, theorise, and develop electronic tools and services [1] that are flexible in terms of time, location or dedication [7], which allows for an increase in the ability to learn [8], improved academic performance of students [9] and increased satisfaction [10]
The first contribution focuses on the expansion of knowledge on the relationship between Social Media Marketing (SMM), Customer Brand Engagement (CBE) and brand awareness (BA) in the educational sector in general, but mainly in micro-learning platforms

Summary

Introduction

Technological development is one of the most important trends defining society today, with the education sector being one of the most active in adopting it, and at the same time facing the most challenges [1]. Within this digital transformation of education, one of the most evident changes is the development of e-learning, with Massive Open Online Courses (MOOCs) being one of the most popular educational techniques, as they are usually free or offered at modest prices[3] These courses were first created by MIT and Harvard in 2012 [4] and nowadays they have become an educational phenomenon, where, thanks to technology [5], a large number of people can access quality education from any country in the world [6], as MOOCs are able to systematise, theorise, and develop electronic tools and services [1] that are flexible in terms of time, location or dedication [7], which allows for an increase in the ability to learn [8], improved academic performance of students [9] and increased satisfaction [10]. The second problem faced by MOOC courses is the fact that many learners are only interested in the course videos [13] and are not interested in taking part in the assessments [12], [14] or obtaining a certificate [15]

Objectives

Methods

Results

Conclusion