ZMOT BRAND STORIES AS STIMULUS AND EFFECT ON PROSPECTIVE STUDENTS OF HEIs IN THE COVID-19 PANDEMIC ERA
DOI:
https://doi.org/10.51200/mjbe.v9i2.3154Keywords:
ZMOT, brand story, S-O-R framework, Higher Education Institutions (HEI), COVID-19Abstract
The current pandemic significantly prompts rising information gathering activities via the internet associated with a brand story. This phenomenon has considerable impacts in the decision-making process of high involvement services such as higher education. Since prospective students no longer have the opportunity to directly visiting the campus, their effort inclines more towards reading about life activities and experiences’ stories from those who already encounter university life. This study utilizes a qualitative approach to gain deeper insights into this relatively prevailing Covid-19 pandemic situation by conducting a netnography and in-depth interviews with current and prospective students. This study discovers that diverse online learning experiences recounted by current students during the pandemic are brand story manifestations, shown as content in social media platforms. Furthermore, the finding emphasizes the importance of the upperclassmen role to the prospective students. They can associate with the prospective students while maintaining credibility as an influencer. Inspiring experiences told in university seniors positive narratives become successful zero moments of truth (ZMOT) and enhance the desire to interact with that remarkable university brand. Conversely, unpleasant encounters would be an adverse stimulus that would dissuade further interaction between prospective students and the particular university brand, revealed either through behavior or attitude. ZMOT brand story is uncontrollable content in social media, and if HE marketers neglect them, it will obstruct the development of the university's image. HE marketers need to be alert with diverse stories derived from personal experiences of online classes during the pandemic. Cooperation with the service provider, aka faculty members, has never been more profound to ensure that the delivery of the materials is enjoyable and memorable.
References
Balmer, J. M., & Podnar, K. (2021). Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research, 134(13), 729-737.
Brown, C., Varley, P., & Pal, J. (2009). University course selection and services marketing. Marketing Intelligence & Planning, 27(3), 310-325.
Castellano, Sylvaine & Dutot, Vincent. (2017). Investigating the influence of e-word-of-mouth on e-reputation. International Studies of Management and Organization, 47(1), 42-60.
CNN Indonesia. (2020). Pengguna internet kala WFH corona meningkat 40 persen di RI. https://www.cnnindonesia.com/teknologi/20200408124947-213-491594/pengguna-internet-kala-wfh-corona-meningkat-40-persen-di-ri
Coelho, R. L. F., de Oliveira, D. S., & de Almeida, M. I. S. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458-471.
El Hedhli, K., Zourrig, H., & Becheur, I. (2021). Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions. Journal of Retailing and Consumer Services, 58(1), 102-260.
Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653-665.
Graue, C. (2015). Qualitative data analysis. International Journal of Sales, Retailing & Marketing, 4(9), 5-14.
Guest, G., Namey, E. E., & Mitchell, M. L. (2013). Collecting qualitative data: A field manual for applied research. SAGE Publications.
Hansen, S. S., & Lee, J. K. (2013). What drives consumers to pass along marketer-generated eWOM in social network games? social and game factors in play. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 53-68.
Hastuti, R.H. (2021). Potensi besar bisnis menara di tengah digitalisasi dan pandemi. CNBC. https://www.cnbcindonesia.com/market/20210923175550-17-278725/potensi-besar-bisnis-menara-di-tengah-digitalisasi-pandemi
Kelman, H. C. (1961). Processes of attitude change. Public Opinion Quarterly, 25(1), 57-78.
Kim, K., Trimi, S., Park, H., & Rhee, S. (2012). The impact of CMS quality on the outcomes of e‐learning systems in higher education: An empirical study. Decision Sciences Journal of Innovative Education, 10(4), 575-587.
Kozinets, R. V. (2020). Netnography: The essential guide to qualitative social media research. SAGE Publications.
Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43(4), 149–156.
Lecinski, J. (2011). Winning the Zero Moment of Truth: ZMOT. Zero Moment of Truth. Vook Inc.
Lee, D., Ng, P. M., & Bogomolova, S. (2020). The impact of university brand identification and eWOM behaviour on students’ psychological well-being: A multi-group analysis among active and passive social media users. Journal of Marketing Management, 36(3-4), 384-403.
Lo, S. C. (2012). Consumer decision: The effect of word of mouth. The International Journal of Organizational Innovation, 4(3), 188-196.
Mahmoud, A. B., & Grigoriou, N. (2017). When empathy hurts: Modelling university students’ word of mouth behaviour in public vs. private universities in Syria. Higher Education Quarterly, 71(4), 369-383.
Moran, G., Muzellec, L., & Nolan, E. (2014). Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research, 54(2), 200-204.
Nayeem, T., & Casidy, R. (2013). The role of external influences in high involvement purchase behaviour. Marketing Intelligence & Planning, 31(7), 732-745.
Normann, R. (2000). Service management: Strategy and leadership in service business. Wiley.
Panda, S., Pandey, S.C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: A two-country study. International Journal of Educational Management, 33(2), 234-251.
Ponte, L. M. (2016). Protecting brand image or gaming the system: Consumer gag contracts in an age of crowdsourced ratings and reviews. William & Mary Business Law Review, 7(1), 59-148.
Prasetyani, Y.M. (2021). Internet sudah jadi napas baru kehidupan di tengah pandemi. Kompas. https://nasional.kompas.com/read/2021/04/04/09020061/internet-sudah-jadi-napas-baru-kehidupan-di-tengah-pandemi
Sandes, F., & Urdan, A. (2013). Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies. Journal of International Consumer Marketing, 25(3), 181-197.
Shahin Sharifi, S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43-63.
Shehzadi, S., Nisar, Q. A., Hussain, M. S., Basheer, M. F., Hameed, W. U., & Chaudhry, N. I. (2020). The role of digital learning toward students' satisfaction and university brand image at educational institutes of Pakistan: A post-effect of COVID-19. Asian Education and Development Studies, 10(2), 276-294.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.
Teltzrow, M., Meyer, B., & Lenz, H. J. (2007). Multi-channel consumer perceptions. Journal of Electronic Commerce Research, 8(1), 18-31.
Thies, F., Wessel, M., & Benlian, A. (2016). Effects of social interaction dynamics on platforms. Journal of Management Information Systems, 33(3), 843-873.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.
Venkatesan, R., Kumar, V., & Ravishanker, N. (2007). Multichannel shopping: Causes and consequences. Journal of Marketing, 71(2),114-132.
Wahyudi, A. (2019). 5 Alasan perguruan tinggi negeri jadi incaran. Kumparan. https://kumparan.com/millennial/5-alasan-perguruan-tinggi-negeri-jadi-incaran-1rRKhLNdmXl/full
Yang, H. P., & Mutum, D. S. (2015). Electronic word-of-mouth for university selection: Implications for academic leaders and recruitment managers. Journal of General Management, 40(4), 23-44.
Zakari, M., Dogbe, C.S.K., & Asante, C. (2019). Effect of celebrity endorsement on telecommunication companies’ reputation: The moderating role of celebrity characteristics. Management Research Review, 42(12), 1297-1314
Downloads
Published
How to Cite
Issue
Section
Total Views: 100
| 
Total Downloads: 90
