Connect with Student-Educational Consumer Brand Management Engagement: A Social Media Management Perspective

Abstract

Social media empowers individuals to express their views regarding the events that take place in their day-to-day life. These events also incorporate the sentiments of students as well as educators towards their educational institutions. Thus, the study aims to analyze the sentiments of the students regarding their educational institutions to hike consumer brand management. However, Understanding the student at all levels of his being (physical, mental, emotional spiritual) is crucial to generate valuable learning and bringing forth a sense of belongingness. The study proposes to use social media platforms to connect, understand and engage the students at the professional as well as personal levels.Design/methodology/approach: Sentiment Analysis using vectorization and polarity has been applied to data collected from tweets of several leading universities of the world with their social media appearances to acquire significant insights into the objective of the study. During the analysis, it has been observed that symbol such as #hashtags and @ has played an intensified role in arousing the emotions of the individuals which eventually contributed to the branding of a particular designated university.Findings: Sentiment and emotional identification play a significant role in increasing brand value and nurturing the relationship between the student and the educator. It has been observed from the study that a sense of intensified community building is promoted which encourages new individuals to become a part of the reputed universities.Research Limitation/Implication: Since the field of education plays a great important role in the policies and economy of every country, students are the driving factors of this sector. Hence it is important to identify the emotion and sentiments of an individual regarding each small role that he goes through while studying. The university plays a very important role thus the study focuses on how each activity in the university affects the sentiments of a student and at the same time, it