The role of social media marketing activities in converting existing students into university advocates.
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| Title: | The role of social media marketing activities in converting existing students into university advocates. |
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| Authors: | Kethüda, Önder1 (AUTHOR) onderkethuda@duzce.edu.tr, Bilgin, Yusuf2 (AUTHOR) |
| Source: | Journal of Marketing for Higher Education. Dec2025, Vol. 35 Issue 3, p510-531. 22p. |
| Subject Terms: | *Student engagement, *Institutional environment, Social media in marketing, Marketing strategy, Word of mouth advertising |
| Geographic Terms: | Türkiye, Istanbul (Türkiye) |
| Abstract: | This paper focuses on university social media marketing (SMM) activities and their role in converting following students into university advocates on social media. The study, which has a relationship-oriented approach, first categorizes university SMM activities into four groups: entertainment, interaction, trendiness, and customization. Then it provides the theoretical background for the research model and unveils the role of university SMM on university image, student satisfaction, student loyalty, and electronic word-of-mouth (e-WoM). Data was gathered from 1072 university students in an undergraduate program at 55 universities in Istanbul, Turkey. Structural equation modeling was used to test the model. Results indicate that a university's SMM activities have a significant role in spreading favorable attributes of universities on social media, and university image, student satisfaction, and student loyalty foster this relationship. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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| Abstract: | This paper focuses on university social media marketing (SMM) activities and their role in converting following students into university advocates on social media. The study, which has a relationship-oriented approach, first categorizes university SMM activities into four groups: entertainment, interaction, trendiness, and customization. Then it provides the theoretical background for the research model and unveils the role of university SMM on university image, student satisfaction, student loyalty, and electronic word-of-mouth (e-WoM). Data was gathered from 1072 university students in an undergraduate program at 55 universities in Istanbul, Turkey. Structural equation modeling was used to test the model. Results indicate that a university's SMM activities have a significant role in spreading favorable attributes of universities on social media, and university image, student satisfaction, and student loyalty foster this relationship. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 08841241 |
| DOI: | 10.1080/08841241.2023.2225431 |
