Page 71 - Azerbaijan State University of Economics

Tuba Bingöl, Leila Samii, Tej Dhakar: Co-Communication and Brand Reflection in Higher Education:
Perceptions of Enrollment Intention and Recommending

attitude (BA) formed the other factor with overall seven independent variables, and
we named this factor Brand reflection (Table 1).

In the first factor (co-communication), it is found that the principal component
analysis highly correlated with user generated content compared to all independent
variables. The highest loading was meeting expectations from word of mouth content
about the university on social media. Comparing the university with other universities
based on the performance through word of mouth marketing on social media loaded
the second highest, while satisfaction about the university with the content of other
users loaded third highest. Among the university created communication independent
variables, comparing social media communication performance of the university over
others loaded the highest and attractiveness of social media communication of the
university loaded second highest. It is surprising that satisfaction with social media
communications of the university (UCC) loaded least for the first factor.

In the second factor, (brand reflection) university as a strong brand (BI) loaded as highest
among the second factor independent variables. University as a favorable brand (BI) loaded
second and associating positive characteristics with university (BA) loaded third. Overall
between all independent variables, having a positive image for university loaded as the
lowest and principal component is least correlated with positive image of the university.

Table 1: Correlations with principal components

Co-Communication Brand Reflection
UCC1 .70 .45
UCC2 .73 .43
UCC3 .80 .35
UCC4 .80 .34
UGC1 .84 .29
UGC2 .87 .15
UGC3 .81 .24
UGC4 .85 .23
BI1 .41 .76
BI2 .32 .83
BI3 .24 .77
BI4 .23 .86
BA1 .26 .80
BA2 .24 .86
BA3 .31 .78

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