Leveraging social media for sustainable transformation in higher education: the interplay of engagement, green values and loyalty

Purpose This paper explores how social media marketing activities (SMMAs) in higher education institutions (HEIs) influence brand loyalty, particularly through the mediating role of student engagement. It further investigates the moderating effect of green consumption values (GCV) on these relationships. The purpose of this study is to provide a deeper understanding of how digital engagement strategies can align with sustainability concerns to enhance long-term brand loyalty in HEIs. Design/methodology/approach Using a structured questionnaire distributed to 313 HEIs Asian students, the study applies structural equation modelling structural equation modeling to examine relationships between SMMAs, student engagement, brand loyalty and GCV. Validated scales were used for each construct, and reliability and validity were confirmed through confirmatory factor analysis and internal consistency tests. Findings SMMAs positively influence both engagement and brand loyalty. Engagement also strongly predicts loyalty. However, GCV negatively moderate the relationship between engagement and loyalty, suggesting that sustainability-conscious students may be less loyal unless environmental values are addressed by HEIs. No moderating effect was found between SMMAs and brand loyalty. Research limitations/implications The study is limited to quantitative data from Asian students in the higher education, which may constrain generalisability. Future research could incorporate qualitative approaches or examine other service sectors. Including additional variables like trust or brand anthropomorphism could offer richer insights into student–brand relationships. Originality/value The study uniquely integrates digital marketing, student engagement and GCV within the HEI context, providing empirical evidence of their interplay. It contributes to both marketing and sustainability literature, offering actionable insights for academic marketers seeking to align digital engagement with environmental responsibility.