The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education
BMC Psychology, cilt.13, sa.1, 2025 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 13 Sayı: 1
- Basım Tarihi: 2025
- Doi Numarası: 10.1186/s40359-025-02931-6
- Dergi Adı: BMC Psychology
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, IBZ Online, EMBASE, MEDLINE, Psycinfo, Directory of Open Access Journals
- Anahtar Kelimeler: Department brand identification, Higher education, Positive word-of-mouth behavior, Psychological well-being, Quality education, Student satisfaction
- Ankara Yıldırım Beyazıt Üniversitesi Adresli: Evet
Özet
Background: This study explores the interplay between department brand identification, student satisfaction, and psychological well-being among social work students. It also examines the mediating role of positive word-of-mouth (PWOM) behavior to understand how these factors interact. By fostering a sense of identity and satisfaction, universities can enhance students’ well-being and institutional loyalty. Methods: A cross-sectional study design was employed with a sample of 401 undergraduate students selected through convenience sampling. Structural equation modeling (SEM) was used to analyze the relationships among department brand identification, student satisfaction, psychological well-being, and the mediating effect of PWOM behavior. Results: Findings revealed that PWOM fully mediates the relationship between department brand identification and psychological well-being, suggesting that a strong sense of departmental identity influences mental health through advocacy behaviors. Additionally, PWOM partially mediates the relationship between student satisfaction and psychological well-being, indicating both direct and indirect effects of satisfaction on mental health. These results highlight the importance of fostering a cohesive departmental culture to enhance students’ emotional connections, satisfaction, and advocacy behaviors. Conclusions: The study underscores the strategic role of student satisfaction in promoting psychological well-being and institutional loyalty. By encouraging positive experiences and a sense of belonging, universities can support students’ resilience and engagement. Future research should explore these relationships in different academic settings and employ longitudinal designs to provide deeper insights.