A university brand community on social media: A netnographic analysis

Universities today use social media, trying to engage students and stakeholders in the communities. However, much of virtual brand community studies have focused on commercial brands, while non-profit organisations such as universities have received limited attention. This research explores the nature of a university’s brand community based in social media. A netnographic analysis of an exemplary Facebook page of a leading Australian university investigated the nature of content and the characteristics of interactions between members and the university and among members. The results first evidenced the use of visual narratives and brand stories to emphasise the cultural norms and artefacts that exist in an offline university community. Further, while the existence of community markers and value-creating practices were identified, the leadership role of the university marketer in facilitating and inspiring these engagements was clear. These findings have practical implications and contribute to the higher education marketing literature.