Unsanctioned user-generated content: student perceptions of academic brand parody

Abstract

Purpose

While universities and colleges engage in marketing their brands through official communications, there also exists the unique case of social media accounts created by and for university students, which have the sole purpose of disseminating humorous parody content about the university. These accounts and their content are neither managed nor sanctioned by the university. While user-generated satire has been studied in the areas of politics and popular culture, it has not often been considered within the realm of universities and their student stakeholders.

Design/methodology/approach

A total of 200 undergraduates at a large public university in the southeastern United States were surveyed regarding their engagement with and thoughts about parody accounts associated with their school.

Findings

All students surveyed were aware of these parody accounts associated with their university; however, results suggest that enjoyment of and engagement with these accounts varies. Those students engaged with university parody accounts experience heightened identification with, but reduced concern over this satirical (and often unprofessional) community, which could be harmful to their university's image.

Practical implications

Although educational institutions aim to convey an outward-facing message of academic excellence and professionalism, their student population may create, engage with and disseminate alternative messaging that must be considered.

Originality/value

While this unique form of online brand engagement is potentially harmful to the university image due to its humorous nature, it also can be seen as a form of brand community, lending to feelings of group identification for students. Brand parody within social media remains a largely ignored topic within higher education marketing.

Citation

Larson, L.R.L. and Salvador, J. (2021), "Unsanctioned user-generated content: student perceptions of academic brand parody", Corporate Communications: An International Journal, Vol. 26 No. 2, pp. 365-381. https://doi.org/10.1108/CCIJ-11-2019-0140