Agile Interaction in Social Media and Brand Equity: A Moderator Effect using Smart PLS

The purpose of this study is to develop and test a research model that investigates the moderating role of agile interaction on the relationships between social media usage and brand equity. The model also seeks to test the impact of entertainment, information sharing, relationship development and self-presentation usage of social media and tests the moderating role of agile interaction. A sample of 280 first year students at business school was surveyed. This current study implements the two–stage method where this method used the latent variable scores of the latent predictor and latent moderator variable from the main effect model. The result indicates that agile interaction is not significant in moderating the relationship between social media usage and brand equity. In terms of practical contributions, this study offers accurate and comprehensive guidance on the planning and rationalization of social media usage in an agile interaction strategy for the branding development of PHEIs but somehow the limitation was Most universities in Malaysia adopt a closed-door policy, hindering the public from accessing information about their operations. This policy has created some difficulties in approaching the respondents and limitations in getting relevant information related to the real issues that are occurring. The results of this paper can guide future research about the development of agile interaction during the next decades or years and serve as a facilitator for researchers and for managers that want to know more about the topic. The main contribution is to extend previous research on the benefits of social media usage and the consequences of agile interaction in enhancing brand equity.