Social Media Marketing Activities as a Tool to Improve Student Satisfaction and Loyalty in Universities

Yusuf Bilgin; Önder Kethüda; Eda Nur Yılmaz

Article Details

Social Media Marketing Activities as a Tool to Improve Student Satisfaction and Loyalty in Universities

Authors:

Yusuf Bilgin | Önder Kethüda | Eda Nur Yılmaz

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Yöneylem

Journal:

Alanya Akademik Bakış Vol.7 Issue 2, pp.697-719

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290641

pISSN:

2651-4192

Keywords:

Abstract:

 This research aims to identify the influence of universities social media marketing activities on student satisfaction and loyalty. In addition, the impact of student satisfaction on student loyalty is examined in the study. The research population consists of students studying at 44 foundation universities in Istanbul and actively following the social media accounts of the universities on Facebook, Instagram, and Twitter. The data are gathered through an online questionnaire utilizing these social media communication channels. The data were analyzed using Structural Equation Modeling SEM. Results indicate that universities social media marketing activities significantly influence student satisfaction. Furthermore, interaction and up-to-dateness are the two university social media marketing components that most influence student satisfaction. Additionally, student satisfaction fully mediates the influence of universities social media marketing activities on student loyalty.

 This research aims to identify the influence of universities social media marketing activities on student satisfaction and loyalty. In addition, the impact of student satisfaction on student loyalty is examined in the study. The research population consists of students studying at 44 foundation universities in Istanbul and actively following the social media accounts of the universities on Facebook, Instagram, and Twitter. The data are gathered through an online questionnaire utilizing these social media communication channels. The data were analyzed using Structural Equation Modeling SEM. Results indicate that universities social media marketing activities significantly influence student satisfaction. Furthermore, interaction and up-to-dateness are the two university social media marketing components that most influence student satisfaction. Additionally, student satisfaction fully mediates the influence of universities social media marketing activities on student loyalty.

 This research aims to identify the influence of universities social media marketing activities on student satisfaction and loyalty. In addition, the impact of student satisfaction on student loyalty is examined in the study. The research population consists of students studying at 44 foundation universities in Istanbul and actively following the social media accounts of the universities on Facebook, Instagram, and Twitter. The data are gathered through an online questionnaire utilizing these social media communication channels. The data were analyzed using Structural Equation Modeling SEM. Results indicate that universities social media marketing activities significantly influence student satisfaction. Furthermore, interaction and up-to-dateness are the two university social media marketing components that most influence student satisfaction. Additionally, student satisfaction fully mediates the influence of universities social media marketing activities on student loyalty.

 Bu araştırmanın amacı, üniversitelerin sosyal medya pazarlama aktivitelerinin öğrenci memnuniyeti ve sadakatine etkisini incelemektir. Buna ek olarak, üniversitelerde öğrenci memnuniyetinin öğrenci sadakatine etkisini incelemek amaçlanmaktadır. Araştırmanın evrenini, İstanbulda bulunan 44 vakıf üniversitesinde eğitim gören ve üniversitelerin Facebook, Instagram ve Twitter sosyal medya hesaplarını aktif olarak takip eden öğrenciler oluşturmaktadır. Araştırma verileri, sosyal medya iletişim kanalları kullanılarak çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, Yapısal Eşitlik Modellemesi YEM kullanılarak analiz edilmiştir. Analiz sonuçları, üniversitelerde sosyal medya pazarlama aktivitelerinin öğrenci memnuniyeti üzerinde güçlü bir pozitif etkiye sahip olduğunu göstermektedir. Araştırma sonucunda öğrenci memnuniyetini en fazla etkileyen sosyal medya pazarlama bileşenlerinin etkileşim ve güncellik olduğu saptanmıştır. Ayrıca, sosyal medya pazarlama aktivitelerinin öğrenci sadakatine etkisinde öğrenci memnuniyetinin tam aracılık rolüne sahip olduğu tespit edilmiştir.

Article Details

Social Media Marketing Activities as a Tool to Improve Student Satisfaction and Loyalty in Universities

Authors:

Yusuf Bilgin | Önder Kethüda | Eda Nur Yılmaz

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Yöneylem

Journal:

Alanya Akademik Bakış Vol.7 Issue 2, pp.697-719

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290641

pISSN:

2651-4192

Social Media

Social Media Marketing

Student Satisfaction

Student Loyalty

FoundationSosyal Medya

Sosyal Medya Pazarlama

Öğrenci Memnuniyeti

Öğrenci Sadakati

Vakıf Üniversitesi

Issues

Article Details

Authors: Yusuf Bilgin | Önder Kethüda | Eda Nur Yılmaz

Publisher: Alanya Alaaddin Keykubat Üniversitesi

Main Topics: Yöneylem

Journal: Alanya Akademik Bakış Vol.7 Issue 2, pp.697-719

Document Type: Article

Publication Date: 5/2023

Document Language: Turkish

Document ID (Org No.): 2001290641

pISSN: 2651-4192

Issues

Authors:

Yusuf Bilgin | Önder Kethüda | Eda Nur Yılmaz

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Yöneylem

Journal:

Alanya Akademik Bakış Vol.7 Issue 2, pp.697-719

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290641

pISSN:

2651-4192