文章基本信息

标题：Is Social Media Impactful for University's Brand Image?
本地全文：下载
作者：Bambang Sukma Wijaya ; Dianingtyas M. Putri
期刊名称：Jurnal Manajemen Teknologi
印刷版ISSN：1412-1700
电子版ISSN：2089-7928
出版年度：2013
卷号：12
期号：3
语种：English
出版社：Institut Teknologi Bandung
摘要：This research aims to verify many opinions and previous studies that stated how powerful of social media in building the image of a brand,also applies for university's brand image enhancement. Using explanatory survey research,data were collected by giving out questionnaires to samples that were taken randomly from Facebook's friend list of a private university that located in South Jakarta. The results showed that the most powerful influence occurs on the role of 'community' towards the brand identity and the role of 'connectivity' towards the brand benefits. Another interesting finding of this research is,it turns out 'openness' and 'conversation' has no significant effect on all components that make up the brand image. Thus,it can be said that the positive image on the mind of consumer audience regarding the brand identity,personality,association,attitude or behavior and the benefit offered by a university's brand not necessarily be formed by the openness and willingness to dialogue or make conversations.
其他摘要：Penelitian ini bertujuan untuk memverifikasi beberapa pendapat dan penelitian sebelumnya yang menyatakan betapa kuatnya peran media sosial dalam membangun citra merek,juga berlaku untuk peningkatan citra merek universitas. Menggunakan metode survei explan
关键词：Social Media;Facebook;UB;Brand Image;University's Brand Image
其他关键词：Media Sosial;Facebook;UB;Citra Merek;Citra Merek Universita