Paper Title
EFFECTS OF USER-GENERATED CONTENT THROUGH SOCIAL MEDIAAND BRAND EQUITYON INTENTION TO STUDY AT A HIGHER EDUCATION INSTITUTION WITH THE MODERATING EFFECTOF SUBJECTIVE NORMS

Abstract
This research examines the impact of user-generated content (UGC) and brand equity on students’ intentions to study at a higher education institution, focusing on the moderating effect of subjective norms. Using PLS-SEM analysis of data from 400 university students, the findings indicate that UGC significantly enhances brand equity and has both direct and indirect effects on students' intention to study. Plus, brand equity boosts students’ intentions to study. Interestingly, the analysis reveals that subjective norms do not moderate the relationship between UGC and brand equity.These findings offer fresh insights for higher education marketing strategies, emphasizing the critical role of digital content, branding, and social influence. Keywords - Social Media Marketing, UGC, Brand Equity, Subjective Norms, Intention, Higher Education