The Influence of Digital Communication Activities on Brand Image and Brand Trust in Higher Education Institutions

Abstract

This study explores how digital communication activities impact brand image and brand trust within higher education institutions. Drawing on theories of branding, relationship marketing, and digital communication, the research proposes a model where Online Public Relations (E-PR), website communication, and social media communication shape brand image, which in turn affects brand trust. Data collected from university students were analyzed using reliability analysis, exploratory factor analysis, and regression analysis. The findings indicate that all three dimensions of digital communication positively influence brand image, and that brand image, in turn, significantly enhances brand trust. This study contributes to the existing literature on higher education branding and offers practical insights for universities aiming to improve their competitiveness in the digital age.