Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Authors

DOI:

https://doi.org/10.3991/ijet.v16i17.23339

Keywords:

Micro-Learning, E-Learning, MOOC, Social media marketing, Customer Brand Engagement, Brand Awareness, Smart-PLS, Latin America, second-order, higher-order

Abstract


This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

Author Biographies

Alejandro Mujica, Universidad Peruana de Ciencias Aplicadas

Faculty of Communication Department of Marketing

Esteban Villanueva, Universidad Peruana de Ciencias Aplicadas

Faculty of Communication Department of Marketing

Manuel Luis Lodeiros-Zubiria, Universidad Peruana de Ciencias Aplicadas

Faculty of Communication Department of Marketing

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Published

2021-09-06

How to Cite

Mujica, A., Villanueva, E., & Lodeiros-Zubiria, M. L. (2021). Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement. International Journal of Emerging Technologies in Learning (iJET), 16(17), pp. 19–41. https://doi.org/10.3991/ijet.v16i17.23339

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Papers