Influence of social media marketing communications on brand equity: from Malaysian higher education institutions' perspective

Purpose The higher education industry in Malaysia has undergone significant changes over the last few decades, leading to greater competition among higher education institutions (HEIs). To ensure continued sustainability in this industry, HEIs must recognise how their social media marketing communication (SMMC) contributes to their brand's overall perception and value. Therefore, the present study aims to investigate the impact of SMMC (social media advertising, social word of mouth, firm-generated content and user-generated content) on customer-based brand equity (CBBE) of Malaysian HEIs among prospective and existing students. Furthermore, to gain deeper insight, the study also examines the possibility of gender differences in the impact of SMMC on CBBE. Design/methodology/approach This study used a survey and applied the quantitative partial least squares structural equation modelling technique to examine relationships based on 237 collected responses. A multigroup analysis was conducted to identify differences in perceptions of the CBBE among HEIs between male and female respondents. Findings SMMC has a significant impact on the CBBE of HEIs. The multigroup analysis results suggest no difference between males and females in the proposed relationships. However, firm-generated content does not significantly affect CBBE in either the male or female samples. Practical implications This finding offers a nuanced understanding of how various aspects of SMMC strategies impact the CBBE of HEIs. It also includes identifying potential gender differences. Thus, it offers significant insights for HEI policymakers and marketers in designing SMMC strategies to build stronger CBBE. This, in turn, can improve student recruitment. Originality/value This study adds to social identity theory by explaining how students' identification with HEIs through SMMC influences their CBBE, a topic that has received limited research attention. It also provides insights into gender differences among Malaysian Gen Z, guiding HEIs to promote their programmes and boost enrolment.