Connect with Student-Educational Consumer Brand Management Engagement: A Social Media Management Perspective
Authors: Mishra Amit Kumar , Negi Shachi , Döngül Esra Sipahi , Paliwal Shweta , Mallik Saurav , Li Aimin 
Published: February 2023

Social media empowers individuals to express their views regarding the events that take place in their day-to-day life. These events also incorporate the sentiments of students as well as educators towards their educational institutions. Thus, the study aims to analyze the sentiments of the students regarding their educational institutions to hike consumer brand management. However, Understanding the student at all levels of his being (physical, mental, emotional spiritual) is crucial to generate valuable learning and bringing forth a sense of belongingness. The study proposes to use social media platforms to connect, understand and engage the students at the professional as well as personal levels.
Design/methodology/approach: Sentiment Analysis using vectorization and polarity has been applied to data collected from tweets of several leading universities of the world with their social media appearances to acquire significant insights into the objective of the study. During the analysis, it has been observed that symbol such as #hashtags and @ has played an intensified role in arousing the emotions of the individuals which eventually contributed to the branding of a particular designated university.
Findings: Sentiment and emotional identification play a significant role in increasing brand value and nurturing the relationship between the student and the educator. It has been observed from the study that a sense of intensified community building is promoted which encourages new individuals to become a part of the reputed universities.
Research Limitation/Implication: Since the field of education plays a great important role in the policies and economy of every country, students are the driving factors of this sector. Hence it is important to identify the emotion and sentiments of an individual regarding each small role that he goes through while studying. The university plays a very important role thus the study focuses on how each activity in the university affects the sentiments of a student and at the same time, it targets the nurturing of the student-educator relationship. The study focuses on how distinctive activities at the university level, their implication, and engagement at social media platforms affect the student's sentiments. The study is limited to the student-educator relationship. The present study contributes to the increase in consumer brand participation through emotion analysis and natural language processing methodology.
Practical Implication: It refers to the fulfillment of certain conditions that if gets fulfilled will change reality to some extent. In this study, we have incorporated different tweets collected from several top universities across the world, since the data is in the form of tweets it has been processed to be subjected to analytical purposes. The practical implication for the study lies in the collection of datasets as the core of the study is the tweets that form the dataset.
Social Implication: The social implication of the study is the representation of the sentiment of an individual regarding his or her university activities (Quality of Education, Research activities, etc.). After the analysis, there is a sense of pride has been observed among the student regarding the achievements of their educators and university. This not only inculcates a sense of belongingness among a group but also leads to the engagement of the student-educator relationship which further nurtures the policies of the educational universities to increase the brand value and consumer engagement.
Originality/value: Engaging students on social media platforms, not only urge them to pursue it as a crucial medium of information but also bring a sense of pride to be part of their university. The study's findings not only contribute to the current understanding of sentiment analysis in brand engagement but are also important to develop a sense of belongingness in the students towards their educational institution which further nurtures the student-educator relationship management.

Received: 2 November 2022 | Revised: 25 December 2022 | Accepted: 29 December 2022

Conflicts of Interest
The authors declare that they have no conflicts of interest to this work.

Data Availability Statement
Data available on request from the corresponding author upon reasonable request

Author Contribution Statement
Amit Kumar Mishra: Conceptualization, Software, Validation, Investigation, Data curation, Writing - review & editing, Supervision, Project administration. Shachi Negi: Methodology, Software, Resources, Writing - original draft, Writing - review & editing, Visualization. Esra Sipahi Dongul: Conceptualization, Resources, Writing - original draft, Writing - review & editing. Shweta Paliwal: Methodology, Software, Validation, Formal analysis, Investigation, Writing - original draft, Writing - review & editing, Visualization. Saurav Mallik: Conceptualization, Validation, Investigation, Data curation, Supervision, Project administration, Funding acquisition. Aimin Li: Validation, Formal analysis, Resources, Data curation, Supervision, Project administration.