AJA Arab J. Admin. 1110-5453 2663-4473 The Arab Journal of Administration Arab Administrative Development Organization, League of Arab States Cairo, Egypt 10.21608/aja.2022.154227.1303 873 Research Article The Mediating Role of Brand Awareness in the Relationship between Social Media Quality and Brand Image: An Applied Study on the Private Higher Education Institutions in Egypt Mussa Mona H. mona-hamed@eru.edu.eg Faculty of Management Professional Technology and Computers The Egyptian Russian University Cairo Egypt 11 2022 02 2026 02 2026 08 2022 11 2022 26 01 2026 46 1 279 292 This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).

The research focuses on the role of brand awareness as a mediator in the relationship between social media quality and brand image in the private higher education institutions in Egypt from the student’s perspective. The quantitative method was the research method. The primary data was collected by the online questionnaire from the students enrolled in private universities in Egypt. Convenience sampling was used. The sample size was 400. A total of 384 responses were collected and valid. The data were analyzed via (SPSS v22). The findings indicated that there is a significant relationship between social media quality and brand image, and brand awareness mediates this relationship. Additionally, the model has a high ability to predict the brand image through social media quality and brand awareness. The study recommends private universities to depend on social media as a strategic marketing communication tool to create brand awareness and a memorable brand image. The research is limited to the private universities in Egypt, and findings may apply to other institutions.

 Social Media Brand Awareness Brand Image Private Higher Education Originations Introduction

The students’ brand choices or willingness to recommend their universities are affected by certain factors, such as brand awareness and brand image. The social media platform is one of the most important platforms, which significantly impacts millennial decisions, especially when they select their universities. Therefore, most private universities have attempted to have a strong presence on social media and other digital channels to increase their visibility, as well as improve their brand awareness and image. Private universities are self-governing institutions that are funded privately and have their mission and rules. In Egypt, such types of institutions are listed and operated under the supervision of the higher education ministry and the supreme council of universities.

Students consider certain factors when selecting a specific university to study at. Brand image is one of the major factors that can influence students’ selection, while environment, academic standards, course availability, financial aid, unique programs, location, and social activities are also critical criteria. Therefore, private universities should adapt their strategies to guarantee competitive advantage. Student decision-making is affected mainly by the brand; universities should manage their brands to satisfy students’ needs and wants, aligning with their values and attitudes.

 Research Problem

This research addresses: Do social media constitute a fundamental antecedent for brand image through forming brand awareness? How can brand awareness alter the relationship between social media quality and brand image in the context of private universities?

Research Questions

Is there a relationship between social media quality and brand awareness?

Is there a relationship between brand awareness and brand image?

Is there a relationship between social media quality and brand image?

Are there differences between customers’ perceptions about the brand image based on their demographics (gender, age, internet experience, and frequency of internet usage)?

 Research Objectives

Investigate the relationship between social media quality and brand awareness.

Investigate the relationship between brand awareness and brand image.

Explore the relationship between social media quality and brand image.

Identify differences between customers’ perceptions about brand image based on demographics (gender, age, internet experience, frequency of internet usage).

 Literature review Brand and social media

Brand is a distinct name and/or symbol that identifies goods and services from competitors. Brands are critical assets; managing them to create awareness and differentiation is essential. Building brand equity progresses through differentiation, relevance, and esteem, serving navigation, security, and engagement functions. Social media influences 97% of customers via peer comments, providing low-cost reach and trust-based influence. Thus, private universities moved brands to social media to build emotional relationships and become students’ first choice.

 Social media and brand awareness

Social media helps develop solid customer relationships, enhancing brand recall and recognition—key dimensions of brand awareness. Brand awareness, a core of brand equity, increases recall frequency. Social media supplies information, engagement, and exposure, aiding awareness—the first stage of purchase. Quality of social media (content, credibility, usability) affects awareness; investing in social media marketing boosts reach and awareness.

 Brand awareness and brand image

In private higher education, brand image—associations, favorability, strength, uniqueness—drives choice and loyalty, and should be stable. Image reflects brand memory based on perceived advantages and attributes, creating competitive advantage. Brand awareness shapes communication and perceptions, encouraging e-WOM that reinforces image. Promotion and advertising shape awareness; awareness affects preferences, attitudes, intention, commitment, loyalty, and image.

 Social media and brand image

Brand image distinguishes brands and affects purchase intention. Social media builds and communicates competitive image; traditional media’s effectiveness declines relative to digital. Quality social media (ease, credibility, content relevance) shapes brand image. Digital channels (websites, social media) influence student enrollment decisions and e-WOM, enhancing image and decision-making.

 Mediating role of brand awareness

Marketing via social media affects brand image and awareness by shaping perceptions. Brand image reflects beliefs, perceptions, feelings, and attitudes; awareness reflects perception and intention. Social media exposure enhances awareness, prompting information exchange and e-WOM, which reinforces image. Prior work shows awareness affects image; image mediates between awareness and loyalty/purchase intention. Thus, awareness may mediate the social media quality → brand image link.

 Research gap

Prior studies addressed social media effects on perceptions, attitudes, firm value, market share, performance, and brand image factors (e-WOM, price premiums), and factors influencing awareness (celebrity, mega-events). Few examined the joint relationships among brand awareness, social media quality, and brand image. This study fills that empirical gap by testing brand awareness as a mediator between social media quality and brand image in private higher education institutions.

Hypotheses:

H1: There is a relationship between social media quality and brand awareness.

H2: There is a relationship between brand awareness and brand image.

H3: There is a relationship between social media quality and brand image.

H4: There are significant differences between customers’ perceptions of brand image based on demographics (gender, age, internet experience, frequency of internet usage).

 Proposed research framework Method

A descriptive, quantitative design was used. Secondary data: books, journals, newspapers, websites. Primary data: an online questionnaire measuring social media quality (12 items), brand awareness (8 items), brand image (9 items) on 5-point Likert scales (1=strongly disagree to 5=strongly agree). Convenience sampling; required sample 384 at 95% confidence, ±5% error; 384 valid responses collected (from 400 invited).

Instrument validity: content and construct validity conducted. Reliability assessed with Cronbach’s alpha. Analyses: descriptive stats, Cronbach’s alpha, Pearson correlations, simple regressions (H1–H3), Mann-Whitney U and Kruskal-Wallis tests (H4), and structural equation modeling (SEM) with AMOS v22 for mediation.

 Results Descriptive analysis of the sample

Gender: 58% female, 42% male. Age: 17–24 (67%) predominant. Internet experience: >6 years (75.5%). Internet use: daily (96.4%). Indicates high digital engagement.

 Reliability Reliability test for constructs
ConstructCronbach’s alphaN of items
Social media quality0.95012
Brand awareness0.9208
Brand image0.9359
Correlation analysis Pearson correlations between constructs
Social media qualityBrand awarenessBrand image
Social media quality10.953**0.915**
Brand awareness0.953**10.904**
Brand image0.915**0.904**1

** Correlation is significant at the 0.01 level (2-tailed).

 Testing H1: Social media quality → Brand awareness ANOVA: Social media quality and brand awareness
ModelSum of squaresdfMean squareFP-value
Regression279.821279.823742.27<0.001
Residual28.563820.075
Total308.38383
Simple regression: Social media quality → Brand awareness
PredictorBSEBetatP-value
(Constant)0.0040.0630.070.94
Social media quality1.0010.0160.95361.17<0.001

R² = 0.907

 Testing H2: Brand awareness → Brand image ANOVA: Brand awareness and brand image
ModelSum of squaresdfMean squareFP-value
Regression237.801237.791709<0.001
Residual53.143820.139
Total289.90383
Simple regression: Brand awareness → Brand image
PredictorBSEBetatP-value
(Constant)0.4150.0825.05<0.001
Brand awareness0.8780.0210.90441.34<0.001

R² = 0.817

 Testing H3: Social media quality → Brand image ANOVA: Social media quality and brand image
ModelSum of squaresdfMean squareFP-value
Regression243.601243.601966<0.001
Residual47.303820.124
Total290.90383
Simple regression: Social media quality → Brand image
PredictorBSEBetatP-value
(Constant)0.2130.0812.6260.009
Social media quality0.9340.0210.91544.34<0.001

R² = 0.837

 Testing H4: Demographic differences in brand image

Mann-Whitney U tests for gender and frequency of internet usage; Kruskal-Wallis tests for age and internet experience.

Mann-Whitney U: Brand image by gender
GenderMean rankMann-Whitney UWilcoxon WZP-value
Male182.71326048240-2.570.010
Female214.0
Mann-Whitney U: Brand image by frequency of internet usage
FrequencyMean rankMann-Whitney UWilcoxon WZP-value
Daily225.6690962187-2.320.020
Weekly187.3
Kruskal-Wallis: Brand image by age
Age groupMean rank
17–24305.06
25–29189.54
30 or above147.37

Chi-square = 141.27; df = 2; P < 0.001.

 Kruskal-Wallis: Brand image by internet experience
Internet experienceMean rank
0–1 year159.3
2–3 years284.03
4–5 years327.2
6+ years211.63

Chi-square = 125.5; df = 3; P < 0.001.

All four demographic factors show significant differences in brand image perceptions.

 Structural equation modeling (SEM)

SEM tested the structural model with one exogenous construct (social media quality) and two endogenous constructs (brand awareness, brand image). Fit indices (not shown) indicated acceptable fit. Path estimates are significant and in hypothesized directions.

Path diagram for the conceptual model Structural model assessment
HypothesisPathEstimateSECRP-valueResult
H1Brand awareness <— Social media quality0.9530.01661.25<0.001Supported
H2Brand image <— Brand awareness0.5820.0678.90<0.001Supported
H3Brand image <— Social media quality0.3500.0635.36<0.001Supported
Mediation analysis

Brand awareness fully mediates the effect of social media quality on brand image.

Direct, indirect (mediating), and total effects
RelationshipDirect effectP-valueIndirect effectP-valueTotal effectP-value
Social media quality → Brand image (via brand awareness)0.5820.0010.341<0.0010.9100.001
Discussion and Conclusion

Brand awareness and brand image are pivotal in influencing first-year students’ choices. The study adds evidence on how social media quality drives brand awareness and image in private universities. Strong brand image, fueled by quality social media and awareness, increases students’ selection and recommendation. Social media enhances awareness—the first stage of decision-making—and shapes perceptions through exposure and sharing.

The SEM confirms significant positive paths: social media quality → brand awareness; brand awareness → brand image; social media quality → brand image. Brand awareness fully mediates the social media quality–brand image relationship.

 Main Findings

High reliability for all constructs (α 0.920–0.950).

All constructs positively correlate (p < 0.01).

R²: 0.907 (SMQ → BA), 0.817 (BA → BI), 0.837 (SMQ → BI); strong predictive power.

Positive effects: SMQ explains 90.7% of BA variance; BA explains 81.7% of BI; SMQ explains 83.7% of BI.

SEM supports H1–H3; mediation confirmed.

Brand image perceptions differ by gender, age, internet experience, and frequency of internet use (H4 supported).

 Recommendations

Prioritize social media quality to build brand awareness and image; address additional dimensions to further raise effects.

Use the validated model strategically to differentiate university brands.

Tailor branding considering demographics (gender, age, internet experience, usage frequency).

 Future Research

Use larger, multi-country samples for generalization.

Apply the model in other sectors and contexts.

Examine mediating role of e-WOM and moderating roles of consumer types.

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