Advertising and Reputation in Educational Institutions: Emotional Perception of Generation Z on Social Media

Abstract

Institutional advertising by universities is currently developed within hyperconnected digital environments, where emotions shape brand perception and influence the responses of young audiences. In this context, social media platforms have become privileged spaces for persuasive communication by educational institutions, and also for the circulation of user-generated content (UGC) that can either reinforce or challenge official advertising discourse. This study examines how emotional perceptions of Madrid-based universities are configured on TikTok, a key platform for Generation Z due to its spontaneous language and logic of immediate gratification. The aim is to assess the coherence or dissonance between institutional persuasive communication and UGC, distinguishing by institutional type (public, private, on line). Sentiment analysis is applied through natural language processing techniques and visualisation using Orange Data Mining, enabling the identification of reputational patterns and emotional variability associated with university brands. The findings reveal: (1) narrative gaps between official messages, predominantly neutral or positive, and UGC that is more critical and emotionally charged, particularly in distance-learning institutions; (2) greater coherence between institutional advertising and user responses in private universities; (3) a predominance of neutrality, with specific polarities according to institutional modality; and (4) coherence between advertising discourse and community perceptions as a strategic indicator of reputation. The study provides evidence of the relevance of authenticity, emotional closeness and student participation in designing advertising campaigns that are better aligned with Generation Z’s expectations.