Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

This multimethod study was conducted to explore students' decision-making to approach or avoid interactions with peers about instructors and investigate motivations for instructional dissent. Participants (N = 124 college students) responded to measures of instructional dissent behavior and motivations for social gossip, then responded to an…

Higher education organizations are increasingly playing a key role in promoting Sustainable Development within society by disclosing information about applied strategies and achieved sustainable performance via social media. Consequently, platforms like Twitter have evolved into decisive tools for fostering accountability, establishing legitimacy,…

In this study I conduct a dramaturgical analysis to examine the performance of social identity among the members a competitive high school jazz band located in the western United States. Using dramaturgical theory (Goffman, E. 1959. "The Presentation of Self in Everyday Life." Anchor Books.), which uses a metaphor with the theatre to…

In this paper, we analyse the role of the student's digital reputation as a motivational factor for successfully completing Massive Open Online Courses (MOOCs). After a review of the academic literature on the role that the student's reputation plays in community learning and to understand the role of involving the student that new techniques of…

Applying a Bourdieusian lens, this study seeks to explore the interactions between secondary and higher education and how these interactions impact marginalised students in an elite university in China. It presents accounts of the educational experiences of 13 marginalised students of rural origin. The findings suggest that for them educational…

Asynchronous online discussions are broadly used to support social learning. This paper reports on an undergraduate class's online discussion activities over one semester. Applying social network analysis, this study revealed a participation gap among students reflected by their varied levels of network prestige. The low-prestige group initiated…

This study explores views on social fragmentation amongst participants from public and private high-achieving high schools in Mexico City. Whilst issues relating to social fragmentation have recently received more attention in Mexico, there is a lack of research in relation to the existing divisions amongst both school types. The paper aims to…

Interactions with teachers and peers are critical for children's social, behavioral, and academic development in the classroom context. However, these two types of interpersonal interactions in the classroom are usually pursued via separate lines of inquiries. The current study bridges these two areas of research to examine the way in which…

Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings…