Understanding Social Identity's Role in Brand Loyalty and Online Defamation in Higher Education

In today’s digital era, social media has become a vital platform for higher education institutions (HEIs) to build and communicate their brand identity. These platforms enable universities to connect with current students, alumni, potential applicants, and the wider public, promoting their values, achievements, and campus life. However, while they provide avenues for positive interaction, they also allow the rapid spread of negative content and defamation, which can severely damage an institution's reputation. This paper investigates how social identity influences individuals’ interactions with university brands on social media and examines how negative user-generated content—often influenced by group identities—can escalate into defamation. Drawing on Social Identity Theory (SIT), this study analyzes how group affiliation shapes online behavior and proposes strategies that