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- MakaleYalnız künye2025Scopus SJRQ1The role of social media marketing activities in converting existing students into university advocates
Kethüda, Önder; Bilgin, Yusuf
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.
AtıfScopus13WoS13OpenAlex16
İncele - MakaleAçık Erişim2024Scopus SJRQ1SOCIAL VISIBILITY OF CONSUMPTION AS A PHENOMENON DRIVING THE SELF-EXPRESSION AND TRAVEL INTENTION OF MUSLIM TOURISTS
Bilgin, Yusuf
This study aims to empirically predict the relationship between social visibility of consumption and word-of-mouth communication (e-WOM) and travel intention, with self-expression as the mediator variable. Survey data obtained from 483 tourists who follow the Halal Booking online travel agency on Facebook and Instagram was analyzed Structural Equation Modeling SEM. Results revealed that the social visibility of consumption among Muslim tourists positively affected self-expression (spiritual and social), e-WOM and travel intention. This research was able to promote ways on how social media can best promote travel destinations among Muslim travelers.