Title: Instagram as a tool for building brand equity and fostering brand pride in the education industry

Authors: Nofrizal; Efrita Soviyanti; Mohammad Sidik Priadana

Addresses: Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia ' Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia ' Program Doktor Ilmu Manajemen, Universitas Pasundan, Bandung, Indonesia

Abstract: There are many education industries that have not utilised social media, especially Instagram as an effective brand building tool. Even though there are lots of research findings regarding the effectiveness of this method. The motivation of this research is to show evidence to the education industry that this tool works well, it might take time but there will be an impact. The object of research is the education industry with a total of 404 student respondents. Data sources were collecting by questionnaires on social media platforms and Google Forms. Data analysis techniques involved using structural equation modelling (SEM) with AMOS 24 software to understand the relationships between variables. The results showed that social media Instagram (SMI) is currently proven to be able to increase the brand equity and brand pride of the higher education industry.

Keywords: social media Instagram; SMI; brand equity; media social; education industry; strategy.

DOI: 10.1504/IJEMR.2026.154056

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.4, pp.425 - 449

Received: 25 Mar 2023
Accepted: 17 Jul 2023
Published online: 10 Jun 2026 *

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