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oai:bayburt-rdlopen.rawdatalibrary.net:bayburt/112202026-10-29T19:41:23Zopenairecom_bayburt_10000col_bayburt_10001com_bayburt_10007col_bayburt_10221

The role of social media marketing activities in converting existing students into university advocatesKethüda, ÖnderBilgin, Yusufbrand advocacySocial media marketingstudent loyaltystudent satisfactionuniversity imageword-of-mouth communicationThis 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.Routledge2025Articlehttps://rdlopen.rawdatalibrary.net/r/bayburt/11220https://doi.org/10.1080/08841241.2023.22254310884-1241enJournal of Marketing for Higher Educationinfo:eu-repo/semantics/closedAccessinfo:eu-repo/semantics/articlehttps://bayburt-rdlopen.rawdatalibrary.net/tr/items/bayburt/11220