A survey of 987 students and PLS-SEM linked information quality and aesthetics with perceived value, brand-community belonging, student experience and social-media engagement.
Key findings
- Aesthetics and information quality supported SMMA, which related to perceived value and community belonging, then student experience and engagement. Behavioral engagement mediated paths to co-creation and eWOM.
Why this matters globally
The study frames university social media as a two-way service built on useful information and community, rather than advertising alone.
Thai researcher contribution
A Chulalongkorn University researcher contributed to an international model of student engagement.
Limitations to consider
The abstract omits country, institutions, sampling and response rate. Single-time self-report risks common-method bias, and customer terminology may not capture educational goals.