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<p>In the digital era, universities face the challenge of adapting themselves to an environment that is increasingly influenced by technology and social media. It affects both student satisfaction levels and the perceived value of educational institutions. In this study, digitalization and the use of social media and their influence upon satisfaction with a university education, and the perceived value of the university among graduates, are investigated. The dimensions of digitalization, the sociodemographic data of the students, their university experience, and post-graduate results are all analysed through a survey administered to 600 graduates from both public and private universities within Spain. The results showed that the quality of information, the university website, and identification with the university positively influenced satisfaction with and the perceived value of the university. However, social media presented a negative effect, while e-WOM improved those perceptions. The need for careful management of digital communications to reinforce the positive aspects and to mitigate the negative ones is highlighted in the study. Likewise, universities are offered practical recommendations in an increasingly digitalized context.</p>

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Do Social Media Erode Satisfaction and Perceived Value? The Case of the University

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年7月23日

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  • Teodoro Luque-Martínez,
  • Nina Faraoni,
  • Luis Doña-Toledo

摘要

In the digital era, universities face the challenge of adapting themselves to an environment that is increasingly influenced by technology and social media. It affects both student satisfaction levels and the perceived value of educational institutions. In this study, digitalization and the use of social media and their influence upon satisfaction with a university education, and the perceived value of the university among graduates, are investigated. The dimensions of digitalization, the sociodemographic data of the students, their university experience, and post-graduate results are all analysed through a survey administered to 600 graduates from both public and private universities within Spain. The results showed that the quality of information, the university website, and identification with the university positively influenced satisfaction with and the perceived value of the university. However, social media presented a negative effect, while e-WOM improved those perceptions. The need for careful management of digital communications to reinforce the positive aspects and to mitigate the negative ones is highlighted in the study. Likewise, universities are offered practical recommendations in an increasingly digitalized context.