Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Job Satisfaction and Brand Reputation in the Setting of Higher Education Institutions: A Mediating Role of Viral Marketing

Author(s): Venus Kalra and Rohan Sharma

This article's goal is to provide well-grounded empirical insights regarding the types of negative marketing from stressed staff particularly teachers on the brand reputation of higher education institutions through viral marketing or word of mouth. The survey was done through a structured questionnaire to collect the data from 25 respondents. Data Analysis was done using the PLS-SEM approach, and the hypotheses were tested. The results suggest a positive inter link among stress influencing job satisfaction, viral marketing, and brand reputation. It was inferred that job dissatisfaction of teachers influence the wellbeing which ultimately leads to stress and directly or indirectly impact the organization reputation via viral marketing using various social platforms. This study expands the research horizon of marketing and investigates the potential relationship between word of mouth by stressed employee and thus responsible for an organization endorsement due to workplace dynamics. Improving conditions for teachers could increase return intention and positive word-of-mouth endorsement in university.

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