CAPTURING AND CO-CREATING STUDENT EXPERIENCES IN SOCIAL MEDIA: A SOCIAL IDENTITY THEORY PERSPECTIVE

Abstract

Drawing on social identity theory (SIT), this research investigates the role of university content strategies on student experiences in social media brand communities (SMBCs). A netnography of a university’s SMBCs sought to grasp the influences of identity cues, narratives, and marketer traits on member reactions. It was revealed that social media content plays an important sensegiving role in meeting members’ need to understand themselves, feel distinctive and positive about themselves, and feel supported and connected. The findings contribute to our understanding of the social media marketing phenomenon and inspire practice in the design of meaningful customer experiences in social media.

Additional information

Notes on contributors

Momoko Fujita

Momoko Fujita (M.Bus., University of Notre Dame Australia), Ph.D Candidate, UWA Business School, The University of Western Australia, Crawley, WA, [email protected].

Paul Harrigan

Paul Harrigan (Ph.D., Ulster University), Senior Lecture of Marketing, UWA Business School, The University of Western Australia, Crawley, WA, [email protected].

Geoffrey N. Soutar

Geoffrey N. Soutar (Ph.D., Cornell University), Winthrop Professor of Marketing, UWA Business School, The University of Western Australia, Crawley, WA, [email protected].