Abstract

The rising trend of students showing support for their professors on social media has caught the attention of academic circles. It highlights the importance of not only word-of-mouth recommendations but also personal brand advocacy in education. This study builds upon recent literature on personal branding to shed light on how professors can foster brand advocacy among students. The study involved a survey of 327 students from different academic fields and found that when professors effectively address their students’ needs for relatedness and competence, the students develop strong attachment and satisfaction with their professors. This, in turn, positively impacts students’ willingness to advocate for their professors as brands. Additionally, the research found that satisfaction positively correlates with students’ trust in their professors. These findings suggest that building positive relationships with students and addressing their emotional and educational needs can foster professor brand advocacy. This study has important implications for educators as it emphasizes the significance of personal brand advocacy in education.

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