Role of Social Media Marketing Activities in Creating University Brand Image and Reputation: The Mediating Role of Customer Value Co-creation Behavior

Abstract

The purpose of the study is to investigate the impact of social media marketing activities on the university brand image and reputation. The mediating effect of the customer value co-creation behavior between the social media marketing activities and brand image of university is also considered. This is cross-sectional study based on time horizon and analysis of the study is conducted with the help of PLS-SEM mode. Data was gathered from 205 students belonging to four reputed public sector universities of the Punjab province, i.e. University of Punjab (PU), University of Engineering and Technology (UET) and Government College University (GCU Lahore). The findings suggest that marketing activities play a significant role in creating university brand reputation, as well as student value co-creation behavior plays mediating role in creating brand image.