Research on online university students community: How Sense of Community and the Triple Bottom Line impact on Brand Advocacy

Abstract

This research examines the interplay between the Sense of Community and The Triple Bottom Line (economic, social, and environmental sustainability) in driving Brand Advocacy within online university student communities, utilizing the S-O-R framework (Stimulus-Organism-Response). This study focuses on university students aged 18 to 24 in Ho Chi Minh City who actively participate in online university communities, providing a distinct context for analysis. By exploring the mediating roles of brand loyalty and brand love, as well as the moderating effects of Social Identification Motivations and Community Brand Engagement, this study identifies pathways that foster stronger emotional and behavioral attachments to university brands. The findings reveal significant mediating effects of Brand Love and Brand Loyalty on the relationship between a Sense of Community, the Triple Bottom Line dimensions, and Brand Advocacy. Furthermore, moderating influences of Social Identification Motivations and Community Brand Engagement amplify these relationships. This research advances existing studies by emphasizing the critical importance of universities investing in initiatives that strengthen online student communities and demonstrate sustainability efforts, particularly within the Vietnamese context. The actionable insights underscore the value of fostering emotional connections to promote advocacy through stronger community bonds and sustainability commitments