Connecting With Stakeholders in the Digital Era - UNESA's Brand and Culture Transformation to PTN-BH

Sep 10, 2026

Uploaded by Maeve

Empirical research analyzes how social media branding strategies strengthen institutional image through the case of Universitas Negeri Surabaya (UNESA) in Surabaya, Indonesia. The study uses a quantitative design with partial least squares structural equation modeling and Smart-PLS 3 to estimate relationships. Survey data from 212 UNESA academic community members shows that brand awareness and brand image positively affect brand loyalty and brand equity. Findings support a strategic social media approach centered on identity, engagement, and performance metrics to help universities maintain competitiveness amid information and communication technology adoption pressures.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages16

Reading Time40 min

AccessFree to download

Introduction

Social media branding and stakeholder engagement

Research gap in higher education branding

Brand strategy constructs and competitive advantage

ISSN 1816-6075 (Print), 1818-0523 (Online) Journal of System and Management Sciences Vol. 14 (2024) No. 10, pp. 48-63 DOI:10.33168/JSMS.2024.1003 Connecting With Stakeholders in the Digital Era: UNESA's Brand and Culture Transformation to PTN-BH Sugeng Harianto 1, Hafid Kholidi Hadi2*, Mas Suryanto3, Farid Pribadi 1, Muhammad Fajar Wahyudi Rahman2 1Sociology, Universitas Negeri Surabaya, Surabaya, East Java, Indonesia 2Digital Business, Universitas Negeri Surabaya, Surabaya, East Java, Indonesia 3Civil Engineering, Universitas Negeri Surabaya, Surabaya, East Java, Indonesia [hafidhadi@unesa.ac.id](hafidhadi@unesa.ac.id) Abstract. This research empirically analyzes the role of social media branding strategies in strengthening institutional image, using the case of Universitas Negeri Surabaya, Surabaya, Indonesia. The study takes a quantitative approach using partial least squares structural equation modeling with Smart-PLS 3 software to estimate model parameters. A survey of 212 UNESA academic communities reveals that brand awareness and brand image positively influence brand loyalty and brand equity. These results indicate that a strategic social media approach focusing on brand identity, audience engagement, and measuring metrics can aid universities in maintaining competitiveness. The customizable framework provides actionable insights for educational institutions striving towards effective adoption of information and communication technologies amidst growing market pressures. Keywords: Indonesia, Brand Awareness, Brand Image, Brand Loyalty, Brand Equity 1. Introduction Social media offer distinct advantages over traditional media by enhancing the connection between businesses and consumers, fostering relationship-building, and empowering users to actively participate in these dynamics (Pham & Gammoh, 2015) . Users on social media platforms are equipped with tools to engage with companies and fellow users. Laroche et al. (2012) highlighted the significance of engaging in, creating, and becoming part of communities to satisfy human needs for a sense of belonging, social connection, acknowledgment, or simply relishing interactions with individuals who share similar interests. Nevertheless, the collaborative storytelling of brands by both owners and consumers diminishes the absolute control that brand owners once had (Hennig-Thurau et al., 2010) . The shaping of brands is currently impacted not solely by brand proprietors but also by individuals and consumer groups spanning various social media platforms. The outcomes of these engagements have a substantial influence on the overall effectiveness of marketing and, more precisely, on the realm of branding. Therefore, marketers need to be vigilant in their strategies for social media marketing and the discussions related to their brands (Pham & Gammoh, 2015) . In light of these transformations, the majority of researchers have focused their investigations on examining issues pertaining to social media and branding from the consumer perspective, whether on an individual or group scale. This encompasses exploring areas such as the adoption and practices of social media (Gangadharbatla, 2008), the dynamics of brand communities and interactions (De Valck et al., 2009), and online consumer behaviors. However, limited attention has been given to investigating the influence of social media activities by higher education institutions, specifically in relation to their branding strategy through social media, and how these activities contribute to the establishment and management of brand equity at the institutional level. There exists a conspicuous gap in comprehending the essential level and type of social media branding strategy activities required to assist higher education institutions in developing customer-based brand equity and attaining competitive advantages. Integral components of business strategy encompass brand awareness, brand image, brand loyalty, and b

FAQs

What is the main focus of the study?

The study empirically examines how social media branding strategies affect institutional image in the UNESA case, emphasizing connections among brand awareness, brand image, loyalty, and equity.

Which research method and software are used to test the model?

A quantitative approach is used with partial least squares structural equation modeling, estimating parameters using Smart-PLS 3.

What key relationships were found from the survey of 212 UNESA participants?

Brand awareness and brand image positively influence brand loyalty and brand equity, indicating that social media branding can strengthen institutional brand outcomes.

Sep 10, 2026

Uploaded by Maeve