| |
| author |
Diana Samchuk
| | title |
The Relationship Between Gen Z Student-University Brand Attachment and Parasocial Relationships
| | abstract |
The competitive higher education market in the United States drives institutions to look for
ways to attract the attention of the new prospective students and build long-lasting relationships
with the enrolled students. Using the example of Drew University as a brand and its students as
consumers, this study aims to discover the significant predictors of a university-brand attachment.
One of the main characteristics of Generation Z, the generation of current students, is the
digitalization of their daily lives which resulted in the ability to build strong connections with
others online. By conducting preliminary interviews with 10 Drew University students and
subsequently surveying 135 students on their self-reported parasocial relationship and brand
attachment to the university, this study found that the parasocial bond and senior status of students
are statistically significant predictors of brand attachment. Moreover, the study discovered that
Generation Z students serve multiple roles within the university. While actively consuming Drew's
educational services and other offerings, students often generate marketing materials for student
clubs as well as for the offices that hire student workers. They are also being incorporated in social
media content as a form of micro-influencer marketing. The multifaceted student role in the
university marketing intensifies the emotional brand attachment of students toward the university
they attend.
| | school |
The College of Liberal Arts, Drew University
| | degree |
B.A. (2026)
|
| advisor |
Ann Mills
|
| full text | DSamchuk.pdf |
| |
