Creating employee-based brand equity through integrated marketing communication and social media adoption: Indonesian private universities
Bibliographic record
Abstract
The study employed a quantitative method to investigate the association between social media adoption, integrated marketing communication, and employee-based brand equity for 34 private universities in Jakarta, Indonesia. The study used a purposive sampling technique to select 67 essential staff members to participate in a questionnaire. Partial Least Square was utilized to assess the hypothesized associations between the constructs in the study using the structural model and the measurement model. Results of the output generated by PLS-SEM exhibit the significance of the Importance–Performance Matrix. The analysis indicates a substantial positive relationship between social media adoption, integrated marketing communication, and employee-based brand equity. The researchers found that the two endogenous latent variables of social media adoption and integrated marketing communication explained 41.1% of the variance in employee-based brand equity, with exogenous factors explaining the remaining 58.9%. The study's implications suggest that integrated marketing communication is critical in building brand equity for private universities in Jakarta, Indonesia. The findings could provide a valuable guide for formulating marketing communication strategies that prioritize social media adoption and integrated marketing communication techniques to improve employee-based brand equity. Overall, the study's findings provide important insights into the association between social media adoption, integrated marketing communication, and employee-based brand equity for private universities in Jakarta, Indonesia, and could have implications for other regional private educational institutions.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.008 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.002 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".