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• MakaleYalnız künye2025Scopus SJRQ1/r/bayburt/11220
  The 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.

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  AtıfScopus13·WoS13·OpenAlex16

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