Echoes of Dissatisfaction: The Dual Impact of Student EWOM on University Image and Brand Congruence

Abstract

This study explores the influence of student-generated electronic word-of-mouth (eWOM) on university image within the context of an increasingly competitive higher education landscape. Drawing on social identity and congruence theories, we examine how both satisfied and dissatisfied students' positive and negative eWOM influences the higher education institution's brand perception. The study reveals that dissatisfied students demonstrate social creativity. Despite their dissatisfaction, they spread positive eWOM, which further increases their self-brand incongruity. Student (dis)satisfaction has a significant impact on the detrimental effect of students' negative eWOM on the educational institution's brand image. Students' (dis)satisfaction also moderates the influence of commitment on self-brand incongruity. It is imperative for educational administrators to foster a strong relationship between students and their institution, as high levels of commitment can mitigate the perceived incongruence of dissatisfied students and enhance the institution's image. The study's insights highlight the strategic value of managing eWOM for policymakers and administrators in higher education.