International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 5
Available Online: 25 May 2025
Author/s:
Torres-Tipan, Dfezie
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study investigated the development of a Green Branding Framework for Higher Education Institutions (HEIs) through an examination of digital marketing practices, content management strategies, and employee marketing engagement. The research evaluated specific digital marketing practices, including social media marketing, email marketing, and search engine optimization. Content management strategies were analyzed by assessing HEI strategy communication, content production, content distribution, and promotion. Employee marketing engagement was examined through the lens of employee advocacy, green behavior, and empowerment and participation. Employing a descriptive research design, data were collected via digital survey questionnaires from 312 full-time administrators, staff, and faculty members across five HEIs. The study utilized Spearman rho to determine the significant relationship, and all analyses were performed using the SPSS version 28 to assess the objectives. The findings revealed that there is general agreement from the respondents on the digital marketing practices currently in use. Also, the respondents showed agreement significantly on the content management strategies used by Higher Education Institution (HEI) in all the examined dimensions. Further, the study demonstrated a general level of agreement among respondents regarding the organization’s employee marketing engagement. Likewise, highly significant relationships between the three main areas of investigation, notably the strong correlation between social media marketing and both content distribution and promotion, and employee green behavior were discovered. The resulting Green Branding Framework effectively integrates these elements, offering a strategic approach for HEIs to enhance sustainability initiatives and improve their competitive positioning.
Keywords: green branding, Higher Education Institutions (HEIs), digital marketing practices, content management strategies, employee marketing engagement, sustainability, social media marketing, content distribution and promotion, green behavior
DOI: https://doi.org/10.5861/ijrsm.2025.25057
Cite this article:
Torres-Tipan, D. (2025). Digital marketing practices, content management strategies and employee marketing engagement: Basis for green branding framework. International Journal of Research Studies in Management, 13(5), 1-13. https://doi.org/10.5861/ijrsm.2025.25057