World Journal of Engineering Research and Technology

Sumit Srivastava*

ABSTRACT

The use of social media by advanced education institutions (HEIs) for imprinting purposes has become decreasingly important in the digital age. Social media offers HEIs the opportunity to engage with scholars, alumni, prospective scholars, and the broader community, allowing them to promote their values, achievements, and lot life specially in reference to Chhattisgarh Government’s Vision @ 2047. Still, alongside positive engagement, social media can also grease the rapid-fire spread of vilification and negative sentiments that can blemish an institution's character. This paper investigates the part of social identity in shaping how individualities engage with university brands on social media and how negative content, driven by particular and collaborative social individualities, can lead to vilification. By integrating Social Identity Theory (SIT), this study explores how group enrollments impact online actions and examines strategies that universities can use to foster positive brand engagement while mollifying the pitfalls of vilification.

[Full Text Article] [Download Certificate]