Unlocking the mediating dynamics of social media marketing on Tanzanian university brands: beyond the hashtag era

Purpose This study examines the relationship between social media marketing, content management, and university brand performance in the higher education context. It aims to explore how social media engagement and content management practices affect key brand equity dimensions. Design/methodology/approach Using Partial least squares structural equation modeling (PLS-SEM), data were collected from 208 university stakeholders across four higher education institutions in Tanzania. The study evaluates the direct and mediated effects of social media marketing on brand performance. Findings The results indicate significant direct effects of social media marketing on content management (estimate = 0.406, p < 0.001) and brand performance (estimate = 0.237, p < 0.001). Content management also demonstrates a positive effect on brand performance (estimate = 0.176, p = 0.014). A significant mediation effect of content management (estimate = 0.169, p = 0.023) highlights its critical role in enhancing brand outcomes. Research limitations/implications The study’s cross-sectional design limits the ability to establish causality. Future research could explore these relationships in different cultural and institutional contexts for broader applicability. Practical implications This study emphasizes the need for universities to implement robust content management strategies that ensure brand consistency and integrity across digital platforms. By aligning social media marketing efforts with broader brand management objectives, institutions can effectively enhance their brand image, foster stakeholder engagement and build long-term loyalty. Social implications Universities can strengthen their brand identity and foster better relationships with stakeholders by leveraging social media platforms for meaningful engagement and interaction. Originality/value This study advances the understanding of how digital marketing strategies, specifically social media engagement and content management, contribute to brand management within universities, offering insights applicable to higher education branding.