Creating behavioral engagement among higher education's prospective students through social media marketing activities: The role of brand equity as mediator.

In today's competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the "digital native" (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn't working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education's SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.

Entrepreneurship Resilience: Can Psychological Traits of Entrepreneurial Intention Support Overcoming Entrepreneurial Failure?

Entrepreneurial failure (EF) can occur due to aspects beyond the control of an entrepreneur, even if planning and calculations have been thorough. This research proposes a framework to illustrate how entrepreneurs cope with failure, based on the psychological characteristics that lead them to become entrepreneurs. Entrepreneurial self-efficacy and internal locus of controls measure the perceived learning from failure and recovery ability that can support continued entrepreneur engagement and new opportunity recognition after a failure. This study applied Partial Least Square to calculate and evaluate data from 146 respondents to an online questionnaire survey. The analysis shows that the psychological characteristics represented by entrepreneurial self-efficacy and internal locus of control can influence the willingness of entrepreneurs to learn from failure and increase their ability to recover. This can increase the willingness to continue in entrepreneurship and help them to recognize new opportunities. However, recovery ability does not support entrepreneurial self-efficacy or new opportunity recognition because the ability to recover may vary among the entrepreneurs, depending on many factors.