Abstract

Despite being extensively operated by higher education institutions for marketing and branding purposes, recent literature underscores that researchers and professionals must allocate more efforts to explore how social media-based brand communities can enhance students’ relationships and engagement with the institution’s brand. This study empirically investigates how social media-based brand communities can enhance students’ brand attachment and electronic word-of-mouth intention. The study develops a conceptual model based on the theory of interpersonal behavior (Triandis, 1977). To assess the model, data obtained from 345 students who are followers of Facebook community pages affiliated with three higher education institutions were analyzed using the partial least squares structural equation modeling (PLS-SEM) method. The findings show that self-concept, perceived benefits, and affect strengthen brand attachment and electronic V intention. However, social normative beliefs had no significant impact on brand attachment. The indirect effect tests reveal that brand attachment is a substantial driver of electronic word-of-mouth intention. These findings offer valuable insights into how professionals can leverage social media-based brand communities to strengthen brand attachment and enhance the efficacy of electronic word-of-mouth-based strategies.