Missing link in 'new-normal' for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China.
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| Title: | Missing link in 'new-normal' for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China. |
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| Authors: | Aktan, Murat1 (AUTHOR), Anjam, Mahwish2 (AUTHOR), Zaman, Umer3 (AUTHOR) umerzaman@endicott.ac.kr, Khwaja, Muddasar Ghani4 (AUTHOR), Akram, Umair5 (AUTHOR) |
| Source: | Journal of Marketing for Higher Education. Dec2025, Vol. 35 Issue 3, p646-671. 26p. |
| Subject Terms: | *Higher education, *Education marketing, COVID-19, East Asians, Marketing strategy, Relationship marketing, Social distancing, Risk perception |
| Geographic Terms: | China |
| Abstract: | Chinese universities were the first to experience the massive shock waves of the COVID-19 pandemic that disrupted higher education globally. Despite extensive research on higher education in the 'new normal', empirical evidence on the potential role of online experiential marketing and university brand evangelism is still little to none. To address this critical research gap, the present study is the first to explore university brand evangelism in China and how it is influenced by online experiential marketing. In addition, the moderating effects of perceived harm and social distancing concern on the relationship between online experiential marketing and university brand evangelism were also tested. Based on a sample of university students in China (N = 242) and covariance-based structural equation modeling (CB-SEM), the findings revealed that online experiential marketing (including sense, feel, think, act, and relate dimensions) significantly magnifies university brand evangelism in China. Interestingly, this relationship becomes more strengthened when the Chinese students have a high intensity of perceived harm of COVID-19 and social distancing concerns. These novel findings provide new insights to both policymakers and marketers globally about the powerful medium of online experiential marketing to successfully promote university brands (during and after the global pandemic) using university brand evangelism more strategically. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 189829838 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Missing link in 'new-normal' for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Aktan%2C+Murat%22">Aktan, Murat</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Anjam%2C+Mahwish%22">Anjam, Mahwish</searchLink><relatesTo>2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Zaman%2C+Umer%22">Zaman, Umer</searchLink><relatesTo>3</relatesTo> (AUTHOR)<i> umerzaman@endicott.ac.kr</i><br /><searchLink fieldCode="AR" term="%22Khwaja%2C+Muddasar+Ghani%22">Khwaja, Muddasar Ghani</searchLink><relatesTo>4</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Akram%2C+Umair%22">Akram, Umair</searchLink><relatesTo>5</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+for+Higher+Education%22">Journal of Marketing for Higher Education</searchLink>. Dec2025, Vol. 35 Issue 3, p646-671. 26p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Higher+education%22">Higher education</searchLink><br />*<searchLink fieldCode="DE" term="%22Education+marketing%22">Education marketing</searchLink><br /><searchLink fieldCode="DE" term="%22COVID-19%22">COVID-19</searchLink><br /><searchLink fieldCode="DE" term="%22East+Asians%22">East Asians</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing+strategy%22">Marketing strategy</searchLink><br /><searchLink fieldCode="DE" term="%22Relationship+marketing%22">Relationship marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Social+distancing%22">Social distancing</searchLink><br /><searchLink fieldCode="DE" term="%22Risk+perception%22">Risk perception</searchLink> – Name: SubjectGeographic Label: Geographic Terms Group: Su Data: <searchLink fieldCode="DE" term="%22China%22">China</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Chinese universities were the first to experience the massive shock waves of the COVID-19 pandemic that disrupted higher education globally. Despite extensive research on higher education in the 'new normal', empirical evidence on the potential role of online experiential marketing and university brand evangelism is still little to none. To address this critical research gap, the present study is the first to explore university brand evangelism in China and how it is influenced by online experiential marketing. In addition, the moderating effects of perceived harm and social distancing concern on the relationship between online experiential marketing and university brand evangelism were also tested. Based on a sample of university students in China (N = 242) and covariance-based structural equation modeling (CB-SEM), the findings revealed that online experiential marketing (including sense, feel, think, act, and relate dimensions) significantly magnifies university brand evangelism in China. Interestingly, this relationship becomes more strengthened when the Chinese students have a high intensity of perceived harm of COVID-19 and social distancing concerns. These novel findings provide new insights to both policymakers and marketers globally about the powerful medium of online experiential marketing to successfully promote university brands (during and after the global pandemic) using university brand evangelism more strategically. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=189829838 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/08841241.2023.2253743 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 26 StartPage: 646 Subjects: – SubjectFull: Higher education Type: general – SubjectFull: Education marketing Type: general – SubjectFull: COVID-19 Type: general – SubjectFull: East Asians Type: general – SubjectFull: Marketing strategy Type: general – SubjectFull: Relationship marketing Type: general – SubjectFull: Social distancing Type: general – SubjectFull: Risk perception Type: general – SubjectFull: China Type: general Titles: – TitleFull: Missing link in 'new-normal' for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Aktan, Murat – PersonEntity: Name: NameFull: Anjam, Mahwish – PersonEntity: Name: NameFull: Zaman, Umer – PersonEntity: Name: NameFull: Khwaja, Muddasar Ghani – PersonEntity: Name: NameFull: Akram, Umair IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 12 Text: Dec2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 08841241 Numbering: – Type: volume Value: 35 – Type: issue Value: 3 Titles: – TitleFull: Journal of Marketing for Higher Education Type: main |
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