Social brand engagement: How orientation events engage students with the university

Abstract

Student engagement in the classroom is well recognised as crucial for student success; however, the importance of engaging students beyond the classroom, in the broader university context, is often overlooked. This study examines how students engage with the university through their interactions with other students, conceptualised as ‘social brand engagement’. Orientation events provide opportunities for students to interact in a way that is facilitated by, and relevant to, the university. This study investigates the role of four experiential components (intellectual, affective, behavioural, and sensory experiences) in facilitating social brand engagement and the subsequent effect on word-of-mouth behaviour. We surveyed 223 students across 10 orientation events held at an Australian university. Path analysis indicates that intellectual, sensory and behavioural experiences have a significant impact on social brand engagement, which in turn positively impacts word-of-mouth behaviour. Thus, this study utilises the construct of social brand engagement, establishes its antecedents and outcomes, and demonstrates its relevance for higher education management.