The Mediating Role of Brand Awareness in the Relationship between Social Media quality and Brand Image .An Applied Study on the Private Higher Education Institutions in Egypt | ||
| المجلة العربية للإدارة | ||
| Articles in Press, Accepted Manuscript, Available Online from 03 November 2022 PDF (370.25 K) | ||
| Document Type: بحوث باللغة الإنجلیزیة | ||
| DOI: 10.21608/aja.2022.154227.1303 | ||
| Author | ||
| mona mussa* | ||
| nasr city-6 alsahid street | ||
| Abstract | ||
| The research focuses on the role of brand awareness as a mediator in the relationship between social media quality and brand image in the private higher education institutions in Egypt from the student's perspective. The quantitative method was the research method. The primary data was collected by the online questionnaire from the students enrolled in private universities in Egypt. Convenience sampling was used. The sample size was 400. A total of 384 responses were collected and valid. The data were analyzed via (SPSS v22). The findings indicated that there is a significant relationship between social media quality and brand image, and brand awareness mediates this relationship. Additionally, the model has a high ability to predict the brand image through social media quality and brand awareness. The study recommends private universities to depend on social media as a strategic marketing communication tool to create brand awareness and a memorable brand image. The research is limited to the private universities in Egypt, and findings may apply to other institutions | ||
| Keywords | ||
| Social Media; Brand Awareness; Brand Image; Private Higher Education Originations | ||
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