Understanding Student Perceptions on University Social Responsibility and Student–University Identification

ABSTRACT The success and sustainability of organisations, particularly universities, rely on various factors, with one of the most significant being student identification with the institution. This identification has a profound influence on a university's long‐term viability. When students hold favourable opinions of a university, it tends to increase the institution's desirability and demand among prospective students. Recently, social responsibility has emerged as an effective marketing tool for universities. However, the precise impact of University Social Responsibility (USR) on student identification remains relatively unknown. This research aims to address this gap by investigating the influence of perceived USR on student identification. Drawing on a survey conducted among university students and graduates in Turkey, with data collected from 699 participants, the findings reveal that perceived USR towards students and society positively influences general perceptions of USR, which in turn enhances student–university identification. Furthermore, general perceptions of USR serve as a mediator in this relationship, highlighting the indirect effect of USR initiatives on student identification. However, the study found no direct significant link between USR initiatives specifically aimed at students or society and student–university identification.