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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.
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]
Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: The role of social media marketing activities in converting existing students into university advocates.
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  Data: <searchLink fieldCode="AR" term="%22Kethüda%2C+Önder%22">Kethüda, Önder</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> onderkethuda@duzce.edu.tr</i><br /><searchLink fieldCode="AR" term="%22Bilgin%2C+Yusuf%22">Bilgin, Yusuf</searchLink><relatesTo>2</relatesTo> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+for+Higher+Education%22">Journal of Marketing for Higher Education</searchLink>. Dec2025, Vol. 35 Issue 3, p510-531. 22p.
– Name: Subject
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  Data: *<searchLink fieldCode="DE" term="%22Student+engagement%22">Student engagement</searchLink><br />*<searchLink fieldCode="DE" term="%22Institutional+environment%22">Institutional environment</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+in+marketing%22">Social media in marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing+strategy%22">Marketing strategy</searchLink><br /><searchLink fieldCode="DE" term="%22Word+of+mouth+advertising%22">Word of mouth advertising</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Türkiye%22">Türkiye</searchLink><br /><searchLink fieldCode="DE" term="%22Istanbul+%28Türkiye%29%22">Istanbul (Türkiye)</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/08841241.2023.2225431
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      – Code: eng
        Text: English
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        PageCount: 22
        StartPage: 510
    Subjects:
      – SubjectFull: Student engagement
        Type: general
      – SubjectFull: Institutional environment
        Type: general
      – SubjectFull: Social media in marketing
        Type: general
      – SubjectFull: Marketing strategy
        Type: general
      – SubjectFull: Word of mouth advertising
        Type: general
      – SubjectFull: Türkiye
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      – SubjectFull: Istanbul (Türkiye)
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      – TitleFull: The role of social media marketing activities in converting existing students into university advocates.
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            NameFull: Bilgin, Yusuf
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            – D: 01
              M: 12
              Text: Dec2025
              Type: published
              Y: 2025
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