The role of social media marketing activities in converting existing students into university advocates

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dc.authoridBilgin, Yusuf/0000-0003-0656-2031
dc.authoridKethuda, Onder/0000-0002-7661-2009
dc.contributor.authorKethuda, Onder
dc.contributor.authorBilgin, Yusuf
dc.date.accessioned2024-10-04T18:54:00Z
dc.date.available2024-10-04T18:54:00Z
dc.date.issued2023
dc.departmentBayburt Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1080/08841241.2023.2225431
dc.identifier.issn0884-1241
dc.identifier.issn1540-7144
dc.identifier.scopus2-s2.0-85165642291en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org/10.1080/08841241.2023.2225431
dc.identifier.urihttp://hdl.handle.net/20.500.12403/3827
dc.identifier.wosWOS:001035595000001en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledge Journals, Taylor & Francis Ltden_US
dc.relation.ispartofJournal of Marketing For Higher Educationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectSocial media marketingen_US
dc.subjectstudent loyaltyen_US
dc.subjectuniversity imageen_US
dc.subjectstudent satisfactionen_US
dc.subjectword-of-mouth communicationen_US
dc.subjectbrand advocacyen_US
dc.subject>en_US
dc.titleThe role of social media marketing activities in converting existing students into university advocatesen_US
dc.typeArticleen_US

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