Page 68 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.75, # 2, 2018, pp. 64-78

be affected by brand attitude (Aaker & Keller, 1990; Low & Lamb, 2000). It is found that
UGC and firm created communication impact brand attitude positively (Schivinski &
Dabrowski, 2016). Brand awareness and attitude might be positively developed by active
brand page participation (ABPP) (Langaro, Rita & Salgueiro, 2015). Attitudes differ for
each country and for instance to become a fan of advertised brand of social network
advertising (SNA), South Koreans are affected by their peers (Jung, Shim, Jin & Khang,
2016). Recommendation from others have importance to view SNA in South Korea. Brand
strength (being well known, familiar and remarkable), which is based on brand familiarity,
brand attitude and brand remarkability impacts (WoM) comments of students’ positively
(Wymer & Casidy, 2015).

Lin, Swarna and Bruning (2017) indicated that posts need to be vivid, practical,
interesting, personalized and at the same time it is important to adapt cultural
characteristics for targeted markets. While vividness is essential for different cultures,
characteristics of interest, personalization and interactivity could be adapted to
specific markets. Also, considering “I” in individualistic and “we” in collectivistic
cultures could be helpful to increase popularities of brand posts.

Since many people use social media (SM) to perceive suggestions about brands, SM can
affect their decisions about the brand. It is found that for three industries; clothing, non-
alcoholic, and mobile network, consumers’ brand purchase intentions are affected
positively by brand attitude (Schivinski & Dabrowski, 2016). Consumers even pay a
premium price if they have positive attitudes for the brands (Folse, Netemeyer & Burton,
2012). Universities use social media pages to communicate not with their current
students, also communicating with their potential students. In their university decision
process students can view social media pages of colleges and universities to get academic
information and search about campus life and city. What is shared or liked in social media
pages can be important to shape student’s ideas in their admission process.
Communicating with students efficiently through social media branding can provide
better suggestions to students about university decision. Students first impressions and
attitudes about schools can be shaped by effective branding. Reviews of others in social
media and comments under school posts might be effective for a student to make decision
about his or her future academic career. If students see positive comments of other
students of a university about academic programs, campus life, this can be helpful to give
a better image to them about that university.

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