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- W4385259780 abstract "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." @default.
- W4385259780 created "2023-07-26" @default.
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- W4385259780 date "2023-07-24" @default.
- W4385259780 modified "2023-10-16" @default.
- W4385259780 title "The role of social media marketing activities in converting existing students into university advocates" @default.
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- W4385259780 doi "https://doi.org/10.1080/08841241.2023.2225431" @default.
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