Networked Identities: Exploring the Role of Social Networking to Optimize Event Marketing by Higher Education Institutions in the Middle East
ORCID Identifiers
Document Type
Article
Source of Publication
Asia Pacific Media Educator
Publication Date
12-1-2020
Abstract
© 2020 University of Wollongong. This article examines the growing use and influence of two popular social networking sites—Facebook and LinkedIn—in the Middle East. Under the premise of Social Identity theory, we focus on the impact of posting information about academic-related events on social networking sites. We recruited 180 participants in a laboratory-based experiment using a 2 (medium type) × 2 (message valance) × 2 (group affiliation) factorial design to assess the moderating role of medium credibility, electronic word-of-mouth valence (eWOM) and perceived in-group affiliation of the respondents. The results indicate that, under the same moderating conditions, popular and widely used social sites are more capable of generating a positive response from students than sites that are not popular or widely used. In addition, the theoretical and practical implications of the findings are addressed.
DOI Link
ISSN
Publisher
SAGE Publications
Volume
30
Issue
2
First Page
180
Last Page
199
Disciplines
Computer Sciences
Keywords
eWOM, Facebook, LinkedIn, social identity, social networking
Scopus ID
Recommended Citation
Asim, Mian Muhammad and Rasul, Azmat, "Networked Identities: Exploring the Role of Social Networking to Optimize Event Marketing by Higher Education Institutions in the Middle East" (2020). All Works. 2490.
https://zuscholars.zu.ac.ae/works/2490
Indexed in Scopus
yes
Open Access
no