The Impact of Social Influence and School Reputation on Perceived Brand Image: Moderating Role of Social Media Influence

Abstract

This study examined how social influence and school reputation affect students’ perception of a school’s brand image, with social media influence considered as a moderating variable. The study focused on understanding how peer influence, institutional reputation, and online exposure contribute to students’ evaluation of a school. While social media is now widely used in promoting schools, there is still limited research that looks at how it interacts with social influence and school reputation in shaping brand perception, especially in the local context. A quantitative descriptive–correlational design was used, involving 210 Grade 12 students from selected schools in Bukidnon. Data were gathered using a structured questionnaire and analyzed using descriptive statistics, multiple regression, and Canonical Correlation Analysis. The results showed that school reputation significantly predicts perceived brand image, while social influence does not significantly effect. It was also found that social media influence does not significantly moderate the relationship between social influence and perceived brand image, as well as the relationship between school reputation and perceived brand image. Overall, students seem to rely more on the school’s reputation when forming their perception. Future researchers may consider including other factors such as school facilities, tuition costs, and academic programs to better explain students’ choices.