Araştırma Makalesi
BibTex RIS Kaynak Göster

Üniversitelerde Öğrenci Memnuniyetini ve Sadakatini Artırmanın Bir Aracı Olarak Sosyal Medya Pazarlama Aktiviteleri

Yıl 2023, Cilt: 7 Sayı: 2, 697 - 719, 31.05.2023

Yusuf Bilgin Önder Kethüda Eda Nur Yılmaz

https://doi.org/10.29023/alanyaakademik.1121260

Öz

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, İstanbul’da 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.

Anahtar Kelimeler

Sosyal Medya Sosyal Medya Pazarlama Öğrenci Memnuniyeti Öğrenci Sadakati Vakıf Üniversitesi

Destekleyen Kurum

YOK

Proje Numarası

YOK

Kaynakça

  • ALKAYA, A., & SAHİN, F. (2021). “Rekabet Avantajı Yaratmada Sosyal Medyanın Müşteri Tatmini, Müşteri Bağllığı ve Müşteriyi Elde Tutma Üzerindeki Etkisinin İncelenmesi”, Uluslararası İktisadi ve İdari İncelemeler Dergisi, (30), 19-38.
  • ALKOÇ, Y. K. (2016). “Üniversite İmajı, Üniversiteye Duyulan Memnuniyet ve Öğrenci Sadakati Arasındaki İlişkileri Anlamaya Yönelik Bir Araştırma,” Uluslararası Bilimsel Araştırmalar Dergisi (IBAD), 2(2), 270-280.
  • ARAMBEWELA, R., & HALL, J. (2009). “An Empirical Model of International Student Satisfaction”, Asia Pacific Journal of Marketing and Logistics, 21(4): 555–569. https://doi.org/10.1108/13555850910997599
  • ARLI, D. (2017). “Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes”, Journal of Promotion Management, 23(4): 521–539. https://doi.org/10.1080/10496491.2017.1297974
  • BALDINGER, A. L., & RUBINSON, J. (1996). “Brand loyalty: The Link between Attitude and Behavior”, Journal of Advertising Research, 36, 22-36.
  • BÉLANGER, C. H., BALI, S., & LONGDEN, B. (2014). “How Canadian Universities Use Social Media to Brand Themselves”, Tertiary Education and Management, 20(1): 14–29. https://doi.org/10.1080/13583883.2013.852237
  • BİLGİN, Y. (2018). “The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty”, Business & Management Studies: An International Journal, 6(1): 128-148. https://doi.org/10.15295/v6i1.229
  • BOWDEN, J., & WOOD, L. (2011). “Sex Doesn’t Matter: The Role of Gender in the Formation of Student-University Relationships”, Journal of Marketing for Higher Education, 21(2): 133-156. https://doi.org/10.1080/08841241.2011.623731
  • BREITSOHL, J., KUNZ, W. H., & DOWELL, D. (2015). “Does the Host Match the Content? A Taxonomical Update on Online Consumption Communities”, Journal of Marketing Management, 31(9): 1040-1064. https://doi.org/10.1080/0267257X.2015.1036102
  • BROWN, R. M., & MAZZAROL, T. W. (2009). “The Importance of Institutional Image to Student Satisfaction and Loyalty within Higher Education”, Higher Education, 58(1): 81–95. https://doi.org/10.1007/s10734-008-9183-8
  • BROWNE, B. A., KALDENBERG, D. O., BROWNE, W. G., & DANİEL, J. (1998). “Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality”, Journal of Marketing for Higher Education, 8(3): 1–14.
  • CARVALHO, S. W., & de OLIVEIRA, M. M. (2010). The Role of Trust in Creating Value and Student Loyalty in Relational Exchanges between Higher Education Institutions and Their Students”, Journal of Marketing for Higher Education, 20(1): 145-165. https://doi.org/10.1080/08841241003788201
  • CHANDRA, T., HAFNI, L., CHANDRA, S., PURWATI, A. A., & CHANDRA, J. (2019). “The Influence of Service Quality, University Image on Student Satisfaction and Student Loyalty”, Benchmarking, 26(5): 1533-1549. https://doi.org/10.1108/BIJ-07-2018-0212
  • CHAPLEO, C. (2011). “Exploring Rationales for Branding a University: Should We Be Seeking to Measure Branding in UK universities?”, Journal of Brand Management, 18(6): 411-422. https://doi.org/10.1057/bm.2010.53
  • CLARK, M., FINE, M. B., & SCHEUER, C. L. (2017). “Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement” Journal of Marketing for Higher Education, 27(1): 40-58. https://doi.org/10.1080/08841241.2016.1269036
  • CONSTANTINIDES, E., & FOUNTAIN, S. J. (2008). “Web 2.0: Conceptual Foundations and Marketing Issues”, Journal of Direct, Data and Digital Marketing Practice, 9(3): 231-244. https://doi.org/10.1057/palgrave.dddmp.4350098
  • CONSTANTINIDES, E., & STAGNO, Z. M. C. (2011). “Potential of The Social Media as Instruments of Higher Education Marketing: A Segmentation Study”, Journal of Marketing for Higher Education, 21(1): 7-24. https://doi.org/10.1080/08841241.2011.573593
  • COOLEY, D., & PARKS-YANCY, R. (2019). “The Effect of Social Media on Perceived Information Credibility and Decision Making”, Journal of Internet Commerce, 18(3): 249-269. https://doi.org/10.1080/15332861.2019.1595362
  • CORDERO-GUTIÉRREZ, R., & LAHUERTA-OTERO, E. (2020). “Social Media Advertising Efficiency on Higher Education Programs”, Spanish Journal of Marketing- ESIC, 24(2): 247–262. https://doi.org/10.1108/SJME-09-2019-0075
  • COSTA, A. P., & STEFFGEN, G. (2020). “After the Move to A New Campus-Effects on Students’ Satisfaction with the Physical and Learning Environment”, Education Sciences, 10(12): 1–13. https://doi.org/10.3390/educsci10120370
  • DELERUE, H., KAPLAN, A. M., & HAENLEİN, M. (2012). “Social Media: Back to the Roots and Back to the Future”, Journal of Systems and Information Technology, 14(2): 101-104. https://doi.org/10.1108/13287261211232126
  • DEMİRCİOGLU, A. O., BHATTI, F., & ABABNEH, B. (2021). “Improving Student Satisfaction through Social Media Marketing Activities: The Mediating Role of Perceived Quality”, International Journal of Data and Network Science, 5(2): 143–150. https://doi.org/10.5267/j.ijdns.2021.1.002
  • DICK, A. S., & BASU, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22(2): 99-113. https://doi.org/10.1177/0092070394222001
  • DUFFETT, R. G. (2017). “Influence of Social Media Marketing Communications on Young Consumers’ Attitudes”, Young Consumers, 18(1): 19-39. https://doi.org/10.1108/YC-07-2016-00622
  • EBRAHIM, R. S. (2020). “The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty”, Journal of Relationship Marketing, 19(4): 287-308. https://doi.org/10.1080/15332667.2019.1705742
  • ELLIOTT, K. M., & SHIN, D. (2002). “Student Satisfaction: An Alternative Approach to Assessing This İmportant Concept”, Journal of Higher Education, 24(2): 197–209. https://doi.org/10.1080/136008002200001351
  • FERNANDES, C., ROSS, K., & MERAJ, M. (2013). “Understanding Student Satisfaction and Loyalty in the UAE HE Sector”, International Journal of Educational Management, 27(6): 613–630. https://doi.org/10.1108/IJEM-07-2012-0082
  • FIAZ, M., IKRAM, A., BASMA, A., TARIQ, Z., JAFRI, S. K. A., & KHURRAM, W. (2019). “Role of Social Media Marketing Activities in Creating University Brand İmage and Reputation: The Mediating Role of Customer Value Co-Creation Behavior”, 2019 8th International Conference on Information and Communication Technologies, ICICT 2019, 135–141. https://doi.org/10.1109/ICICT47744.2019.9001927
  • GALAN, M., LAWLEY, M., & CLEMENTS, M. (2015). “Social Media’s Use in Postgraduate Students’ Decision-Making Journey: An Exploratory Study”, Journal of Marketing for Higher Education, 25(2): 287-312. https://doi.org/10.1080/08841241.2015.1083512
  • GODEY, B., MANTHIOU, A., PEDERZOLI, D., ROKKA, J., AIELLO, G., DONVITO, R., & SINGH, R. (2016). “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior”, Journal of Business Research, 69(12): 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  • GREENLAND, S., SALEEM, M., MISRA, R., & BHATIA, B. (2021). “Measuring COVID-19’s Impact on International HE Students and Intervention Satisfaction: Implications for Marketing Theory and Practice”, Journal of Marketing for Higher Education, 0(0): 1–28. https://doi.org/10.1080/08841241.2021.1949660
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M., & RINGLE, C. M. (2019). “When to Use and How to Report the Results of PLS-SEM”, European Business Review, 31(1): 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  • HAMID, S., BUKHARI, S., RAVANA, S. D., NORMAN, A. A., & IJAB, M. T. (2016). “Role of Social Media in Information-Seeking Behaviour of International Students: A Systematic Literature Review”, Aslib Journal of Information Management, 68(5): 643–666.
  • HAMOUDA, M. (2018). “Understanding Social Media Advertising Effect on Consumers’ Responses: An Empirical Investigation of Tourism Advertising on Facebook”, Journal of Enterprise Information Management, 31(3): 426-445. https://doi.org/10.1108/JEIM-07-2017-0101
  • HANNA, R., ROHM, A., & CRITTENDEN, V. L. (2011). “We’re All Connected: The Power of the Social Media Ecosystem”, Business Horizons, 54(3): 265–273. https://doi.org/10.1016/j.bushor.2011.01.007
  • HANSSEN, T. E. S., & SOLVOLL, G. (2015). “The Importance of University Facilities for Student Satisfaction at a Norwegian University”, Facilities, 33(13–14): 744-759. https://doi.org/10.1108/F-11-2014-0081
  • HARVEY, L. (1995). “Student Satisfaction”, New Review of Academic Librarianship, 1(1): 161-173. https://doi.org/10.1080/13614539509516728
  • HELGESEN, Ø., & NESSET, E. (2007). “Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College”, Corporate Reputation Review, 10(1): 38-59. https://doi.org/10.1057/palgrave.crr.1550037
  • HENNIG-THURAU, T., LANGER, M. F., & HANSEN, U. (2001). “Modeling and Managing Student Loyalty: An Approach Based on the Concept of Relationship Quality”, Journal of Service Research, 3(4): 331-344. https://doi.org/10.1177/109467050134006
  • HOSSAIN, S., & SAKIB, M. N. (2016). “The Impact of Social Media Marketing on University Students’ Brand Loyalty”, International Journal of Marketing and Business Communication, 5(3): 1–7.
  • HUSSAIN, R., AL NASSER, A., HUSSAIN, Y. K., & BLOEMER, K. (1995). “The Complex Relationship between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16 (2): 311-329. European Journal of Marketing, 16(1996), 311–329.
  • JOHN, S. P., & DE VILLIERS, R. (2022). “Factors Affecting The Success of Marketing in Higher Education: A Relationship Marketing Perspective,” Journal of Marketing for Higher Education, 1-20. https://doi.org/10.1080/08841241.2022.2116741
  • KETHÜDA, Ö. (2021). “Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities”, Journal of Higher Education (Turkey), 11(1): 51–62. https://doi.org/10.2399/yod.19.021000
  • KHAN, J., & HEMSLEY-BROWN, J. (2021). “Student Satisfaction: The Role of Expectations in Mitigating the Pain of Paying Fees”, Journal of Marketing for Higher Education, 0(0), 1–23. https://doi.org/10.1080/08841241.2021.1973646
  • KIM, K. H. (2005). “The Relation among Fit Indexes, Power, And Sample Size in Structural Equation Modeling,” Structural Equation Modeling, 12(3), 368-390.
  • KIM, A. J., & KO, E. (2012). “Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand”, Journal of Business Research, 65(10): 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • KLASSEN, M. L. (2002). “Relationship Marketing on the Internet: The Case of Top-and Lower-Ranked US Universities and Colleges”, Journal of retailing and consumer services, 9(2), 81-85.
  • KOSHKIN, A. P., RASSOLOV, I. M., & NOVIKOV, A. V. (2017). “Monitoring Social Media: Students Satisfaction with University Administration Activities”, Education and Information Technologies, 22(5): 2499-2522. https://doi.org/10.1007/s10639-016-9558-x
  • KOWALIK, E. (2011). “Engaging Alumni and Prospective Students through Social Media”, In Cutting-Edge Technologies in Higher Education (Vol. 2). Emerald. https://doi.org/10.1108/S2044-9968(2011)0000002014
  • KUO, Y. C., WALKER, A. E., BELLAND, B. R., & SCHRODER, K. E. E. (2013). “A Predictive Study of Student Satisfaction in Online Education Programs”, International Review of Research in Open and Distance Learning, 14(1): 16-39. https://doi.org/10.19173/irrodl.v14i1.1338
  • LIU, X., SHIN, H., & BURNS, A. C. (2021). “Examining the Impact of Luxury Brand’s Social Media Marketing on Customer Engagement: Using Big Data Analytics and Natural Language Processing”, Journal of Business Research, 125(May): 815-826. https://doi.org/10.1016/j.jbusres.2019.04.042
  • MARESOVA, P., HRUSKA, J., & KUCA, K. (2020). “Social Media University Branding”, Education Sciences, 10(3): 1-14. https://doi.org/10.3390/educsci10030074
  • MERSEY, R. D., MALTHOUSE, E. C., & CALDER, B. J. (2010). “Engagement with Online Media”, Journal of Media Business Studies, 7(2): 39-56. https://doi.org/10.1080/16522354.2010.11073506
  • NAPOLI, A. R. (1996). “Psychosocial Factors Related to Retention and Early Departure of Two-Year Community College Students”, Dissertation Abstracts International: Section B: The Sciences and Engineering, 57(6-B), 4093.
  • NDLOVU, S. G., CHIKANDIWA, S. T., & MLAMBO, V. H. (2020). “The Impact of Social Media Communication on the Brand Loyalty of Rural Based University Students”, Journal of African Films and Diaspora Studies, 3(1): 69-87. https://doi.org/10.31920/2516-2713/2020/3n1a5
  • ODIN, Y., ODIN, N., & VALETTE-FLORENCE, P. (2001). “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, 53(2): 75-84. https://doi.org/10.1016/S0148-2963(99)00076-4
  • OKMEYDAN, B. S. (2020). “Üniversitelerin Sosyal Medya Kullanımı İzmir’deki̇ Devlet Ve Vakıf Üni̇versi̇teleri̇ni̇n Karşılaştırmalı Anali̇zi̇”, Beykoz Akademi Dergisi, 8(1): 73-96. https://doi.org/10.14514/byk.m.26515393.2020.8/1.73-96
  • OLIVER, R. L. (1999). “Whence Consumer Loyalty”, Journal of Marketing, 63 (4): 33-44.
  • ÖZTÜRK, E., & EMEL, F. A. İ. Z. (2020). “Algılanan Öğretim Kalitesi ve Öğrenci Tatmininin Öğrenci Sadakati Üzerindeki Etkisi: Düzce Üniversitesi Örneği,” Uluslararası Turizm, Ekonomi ve İşletme Bilimleri Dergisi (IJTEBS) E-ISSN: 2602-4411, 4(1), 01-15.
  • PAULIN, M., FERGUSON, R. J., SCHATTKE, K., & JOST, N. (2014). “Millennials, Social Media, Prosocial Emotions, and Charitable Causes: The Paradox of Gender Differences”, Journal of Nonprofit and Public Sector Marketing, 26(4): 335-353. https://doi.org/10.1080/10495142.2014.965069
  • PERUTA, A., & SHIELDS, A. B. (2017). “Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook”, Journal of Marketing for Higher Education, 27(1): 131-143. https://doi.org/10.1080/08841241.2016.1212451
  • PERUTA, A., & SHIELDS, A. B. (2018). “Marketing Your University on Social Media: A Content Analysis of Facebook Post Types and Formats”, Journal of Marketing for Higher Education, 28(2): 175–191. https://doi.org/10.1080/08841241.2018.1442896
  • QUIJADA, B. M. del R., PEREA MUÑOZ, E., CORRONS, A., & OLMO-ARRIAGA, J. L. (2021). “Engaging Students through Social Media. Findings for the Top Five Universities in the World”, Journal of Marketing for Higher Education, 0(0): 1–18. https://doi.org/10.1080/08841241.2020.1841069
  • RAHMAN, S., RAMAKRISHNAN, T., & NGAMASSI, L. (2020). “Impact of Social Media Use on Student Satisfaction in Higher Education”, Higher Education Quarterly, 74(3): 304-319. https://doi.org/10.1111/hequ.12228
  • ROJAS-MÉNDEZ, J., VASQUEZ-PARRAGA, A. Z., KARA, A., & CERDA-URRUTIA, A. (2009). “Determinants of Student Loyalty in Higher Education: A Tested Relationship Approach in Latin America”, Latin American Business Review, 10(1): 21-39. https://doi.org/10.1080/10978520903022089
  • RUTTER, R., ROPER, S., & LETTICE, F. (2016). “Social Media Interaction, The University Brand and Recruitment Performance”, Journal of Business Research, 69(8): 3096-3104. https://doi.org/10.1016/j.jbusres.2016.01.025
  • SALGADO, G. E., & VELA, R. M. (2019). “Brand Fan Pages Experience and Strength as Antecedents to Engagement and Intensity of Use to Achieve HEIS’ Brand Loyalty”, Journal of Marketing for Higher Education, 0(0): 1-19. https://doi.org/10.1080/08841241.2019.1605437
  • SANO, K. (2014). “Do Social Media Marketing Activities Enhance Customer Satisfaction, Promote Positive WOM and Affect Behavior Intention? An Investigation into the Effects of Social Media on the Tourism Industry”, Doshisha Shogaku, 3(4): 45–69. https://doors.doshisha.ac.jp/duar/repository/ir/16742/017066030404.pdf
  • SARSTEDT, M., HAIR, J. F., CHEAH, J. H., BECKER, J. M., & RINGLE, C. M. (2019). “How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM”, Australasian Marketing Journal, 27(3): 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003
  • SEO, E. J., & PARK, J. W. (2018). “A Study on The Effects of Social Media Marketing Activities on Brand Equity and Customer Response in The Airline İndustry”, Journal of Air Transport Management, 66 (August): 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  • SHARP, A., SHARP, B., & WRIGHT, M. (2002). “Questioning the Value of the “True” Brand Loyalty Distinction”, International Journal of Research in Marketing, 19(1): 81–90.
  • SMEDESCU, D. A. (2014). “Using Social Media Marketing in Higher Education”, Romanian Journal of Marketing, 1(1): 77–80.
  • STUART, E., STUART, D., & THELWALL, M. (2017). “An Investigation of The Online Presence of UK Universities on Instagram”, Online Information Review, 41(5): 582–597. https://doi.org/10.1108/OIR-02-2016-0057
  • SUNG, M., & YANG, S. U. (2009). “Student-University Relationships and Reputation: A Study of the Links between Key Factors Fostering Students’ Supportive Behavioral İntentions towards Their University”, Higher Education, 57(6): 787-811. https://doi.org/10.1007/s10734-008-9176-7
  • ŞAHİN, F., & TAŞKIN, E. (2021). “Yükseköğretim Kurumlarının Sürdürülebilir Rekabet Avantajı Elde Edebilmelerinde İlişkisel Pazarlamanın Rolü: Kaynak Avantajı Teorisi Bağlamında Nicel Bir İnceleme”, Alanya Akademik Bakış, 5(3), 1493-1516.
  • TAUBENHEIM, A. M., LONG, T., SMITH, E. C., JEFFERS, D., WAYMAN, J., & TEMPLE, S. (2008). “Using Social Media and İnternet Marketing to Reach Women with the Heart Truth”, Social Marketing Quarterly, 14(3), 58-67. https://doi.org/10.1080/15245000802279433
  • TEEROOVENGADUM, V., NUNKOO, R., GRONROOS, C., KAMALANABHAN, T. J., & SEEBALUCK, A. K. (2019). “Higher Education Service Quality, Student Satisfaction and Loyalty: Validating the HESQUAL Scale and Testing an İmproved Structural Model”, Quality Assurance in Education, 27(4): 427-445. https://doi.org/10.1108/QAE-01-2019-0003
  • TEHCİ, A. (2020). “Yükseköğretimde Öğrenci Tatmini ve Sadakat İlişkisi: Kurumsal İmaj Algısının Aracı Rolü,” Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(Ek), 121-131.
  • VUKASOVIC, M. (2013). “Change of Higher Education in Response to European Pressures: Conceptualization and Operationalization of Europeanization of Higher Education”, Higher Education, 66(3): 311-324. https://doi.org/10.1007/s10734-012-9606-4
  • WANG, H. (2012). “Six P’s of Youth Social Media from A Young Consumer’s Perspective”, Young Consumers, 13(3): 303-317. https://doi.org/10.1108/17473611211261674
  • WEBER, L. (2007). “Marketing to the Social Web: How Digital Customer Communities Build Your Business. John Wiley & Sons.
  • WILLIAMS, M., & BUTTLE, F. (2013). “Managing Word-of-Mouth: A Nonprofit Case Study”, Journal of Nonprofit and Public Sector Marketing, 25(3): 284-308. https://doi.org/10.1080/10495142.2013.816191
  • YADAV, M., & RAHMAN, Z. (2017). “Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce İndustry: Scale Development & Validation”, Telematics and Informatics, 34(7): 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001
  • YU, G. B., & KIM, J. H. (2008). “Testing the Mediating Effect of the Quality of College Life in the Student Satisfaction and Student Loyalty Relationship”, Applied Research in Quality of Life, 3(1): 1-21. https://doi.org/10.1007/s11482-008-9044-8
  • YÜKSEKÖĞRETİM BİLGİ SİSTEMİ (2022). “Öğrenci Sayıları Raporu,” https://istatistik.yok.gov.tr/. Son erişim tarihi: 27.12.2022
  • ZACHOS, G., PARASKEVOPOULOU-KOLLIA, E. A., & ANAGNOSTOPOULOS, I. (2018). “Social Media Use in Higher Education: A review”, Education Sciences, 8(4): 194-207. https://doi.org/10.3390/educsci8040194
  • ZHOU, S., BLAZQUEZ, M., MCCORMICK, H., & BARNES, L. (2021). “How Social Media İnfluencers’ Narrative Strategies Benefit Cultivating İnfluencer Marketing: Tackling İssues of Cultural Barriers, Commercialized Content, and Sponsorship Disclosure”, Journal of Business Research, 134(May): 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
  • ZHU, Y. (2019). “Social Media Engagement and Chinese İnternational Student Recruitment: Understanding How UK HEIs use Weibo and WeChat”, In Journal of Marketing for Higher Education 29 (2): 173-190. https://doi.org/10.1080/08841241.2019.1633003
  • ZHU, Y. Q., & CHEN, H. G. (2015). “Social Media and Human Need Satisfaction: Implications for Social Media Marketing”. Business Horizons, 58(3): 335-345. https://doi.org/10.1016/j.bushor.2015.01.006

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

Yıl 2023, Cilt: 7 Sayı: 2, 697 - 719, 31.05.2023

Yusuf Bilgin Önder Kethüda Eda Nur Yılmaz

https://doi.org/10.29023/alanyaakademik.1121260

Öz

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.

Anahtar Kelimeler

Social Media Social Media Marketing Student Satisfaction Student Loyalty Foundation

Proje Numarası

YOK

Kaynakça

  • ALKAYA, A., & SAHİN, F. (2021). “Rekabet Avantajı Yaratmada Sosyal Medyanın Müşteri Tatmini, Müşteri Bağllığı ve Müşteriyi Elde Tutma Üzerindeki Etkisinin İncelenmesi”, Uluslararası İktisadi ve İdari İncelemeler Dergisi, (30), 19-38.
  • ALKOÇ, Y. K. (2016). “Üniversite İmajı, Üniversiteye Duyulan Memnuniyet ve Öğrenci Sadakati Arasındaki İlişkileri Anlamaya Yönelik Bir Araştırma,” Uluslararası Bilimsel Araştırmalar Dergisi (IBAD), 2(2), 270-280.
  • ARAMBEWELA, R., & HALL, J. (2009). “An Empirical Model of International Student Satisfaction”, Asia Pacific Journal of Marketing and Logistics, 21(4): 555–569. https://doi.org/10.1108/13555850910997599
  • ARLI, D. (2017). “Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes”, Journal of Promotion Management, 23(4): 521–539. https://doi.org/10.1080/10496491.2017.1297974
  • BALDINGER, A. L., & RUBINSON, J. (1996). “Brand loyalty: The Link between Attitude and Behavior”, Journal of Advertising Research, 36, 22-36.
  • BÉLANGER, C. H., BALI, S., & LONGDEN, B. (2014). “How Canadian Universities Use Social Media to Brand Themselves”, Tertiary Education and Management, 20(1): 14–29. https://doi.org/10.1080/13583883.2013.852237
  • BİLGİN, Y. (2018). “The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty”, Business & Management Studies: An International Journal, 6(1): 128-148. https://doi.org/10.15295/v6i1.229
  • BOWDEN, J., & WOOD, L. (2011). “Sex Doesn’t Matter: The Role of Gender in the Formation of Student-University Relationships”, Journal of Marketing for Higher Education, 21(2): 133-156. https://doi.org/10.1080/08841241.2011.623731
  • BREITSOHL, J., KUNZ, W. H., & DOWELL, D. (2015). “Does the Host Match the Content? A Taxonomical Update on Online Consumption Communities”, Journal of Marketing Management, 31(9): 1040-1064. https://doi.org/10.1080/0267257X.2015.1036102
  • BROWN, R. M., & MAZZAROL, T. W. (2009). “The Importance of Institutional Image to Student Satisfaction and Loyalty within Higher Education”, Higher Education, 58(1): 81–95. https://doi.org/10.1007/s10734-008-9183-8
  • BROWNE, B. A., KALDENBERG, D. O., BROWNE, W. G., & DANİEL, J. (1998). “Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality”, Journal of Marketing for Higher Education, 8(3): 1–14.
  • CARVALHO, S. W., & de OLIVEIRA, M. M. (2010). The Role of Trust in Creating Value and Student Loyalty in Relational Exchanges between Higher Education Institutions and Their Students”, Journal of Marketing for Higher Education, 20(1): 145-165. https://doi.org/10.1080/08841241003788201
  • CHANDRA, T., HAFNI, L., CHANDRA, S., PURWATI, A. A., & CHANDRA, J. (2019). “The Influence of Service Quality, University Image on Student Satisfaction and Student Loyalty”, Benchmarking, 26(5): 1533-1549. https://doi.org/10.1108/BIJ-07-2018-0212
  • CHAPLEO, C. (2011). “Exploring Rationales for Branding a University: Should We Be Seeking to Measure Branding in UK universities?”, Journal of Brand Management, 18(6): 411-422. https://doi.org/10.1057/bm.2010.53
  • CLARK, M., FINE, M. B., & SCHEUER, C. L. (2017). “Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement” Journal of Marketing for Higher Education, 27(1): 40-58. https://doi.org/10.1080/08841241.2016.1269036
  • CONSTANTINIDES, E., & FOUNTAIN, S. J. (2008). “Web 2.0: Conceptual Foundations and Marketing Issues”, Journal of Direct, Data and Digital Marketing Practice, 9(3): 231-244. https://doi.org/10.1057/palgrave.dddmp.4350098
  • CONSTANTINIDES, E., & STAGNO, Z. M. C. (2011). “Potential of The Social Media as Instruments of Higher Education Marketing: A Segmentation Study”, Journal of Marketing for Higher Education, 21(1): 7-24. https://doi.org/10.1080/08841241.2011.573593
  • COOLEY, D., & PARKS-YANCY, R. (2019). “The Effect of Social Media on Perceived Information Credibility and Decision Making”, Journal of Internet Commerce, 18(3): 249-269. https://doi.org/10.1080/15332861.2019.1595362
  • CORDERO-GUTIÉRREZ, R., & LAHUERTA-OTERO, E. (2020). “Social Media Advertising Efficiency on Higher Education Programs”, Spanish Journal of Marketing- ESIC, 24(2): 247–262. https://doi.org/10.1108/SJME-09-2019-0075
  • COSTA, A. P., & STEFFGEN, G. (2020). “After the Move to A New Campus-Effects on Students’ Satisfaction with the Physical and Learning Environment”, Education Sciences, 10(12): 1–13. https://doi.org/10.3390/educsci10120370
  • DELERUE, H., KAPLAN, A. M., & HAENLEİN, M. (2012). “Social Media: Back to the Roots and Back to the Future”, Journal of Systems and Information Technology, 14(2): 101-104. https://doi.org/10.1108/13287261211232126
  • DEMİRCİOGLU, A. O., BHATTI, F., & ABABNEH, B. (2021). “Improving Student Satisfaction through Social Media Marketing Activities: The Mediating Role of Perceived Quality”, International Journal of Data and Network Science, 5(2): 143–150. https://doi.org/10.5267/j.ijdns.2021.1.002
  • DICK, A. S., & BASU, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22(2): 99-113. https://doi.org/10.1177/0092070394222001
  • DUFFETT, R. G. (2017). “Influence of Social Media Marketing Communications on Young Consumers’ Attitudes”, Young Consumers, 18(1): 19-39. https://doi.org/10.1108/YC-07-2016-00622
  • EBRAHIM, R. S. (2020). “The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty”, Journal of Relationship Marketing, 19(4): 287-308. https://doi.org/10.1080/15332667.2019.1705742
  • ELLIOTT, K. M., & SHIN, D. (2002). “Student Satisfaction: An Alternative Approach to Assessing This İmportant Concept”, Journal of Higher Education, 24(2): 197–209. https://doi.org/10.1080/136008002200001351
  • FERNANDES, C., ROSS, K., & MERAJ, M. (2013). “Understanding Student Satisfaction and Loyalty in the UAE HE Sector”, International Journal of Educational Management, 27(6): 613–630. https://doi.org/10.1108/IJEM-07-2012-0082
  • FIAZ, M., IKRAM, A., BASMA, A., TARIQ, Z., JAFRI, S. K. A., & KHURRAM, W. (2019). “Role of Social Media Marketing Activities in Creating University Brand İmage and Reputation: The Mediating Role of Customer Value Co-Creation Behavior”, 2019 8th International Conference on Information and Communication Technologies, ICICT 2019, 135–141. https://doi.org/10.1109/ICICT47744.2019.9001927
  • GALAN, M., LAWLEY, M., & CLEMENTS, M. (2015). “Social Media’s Use in Postgraduate Students’ Decision-Making Journey: An Exploratory Study”, Journal of Marketing for Higher Education, 25(2): 287-312. https://doi.org/10.1080/08841241.2015.1083512
  • GODEY, B., MANTHIOU, A., PEDERZOLI, D., ROKKA, J., AIELLO, G., DONVITO, R., & SINGH, R. (2016). “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior”, Journal of Business Research, 69(12): 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  • GREENLAND, S., SALEEM, M., MISRA, R., & BHATIA, B. (2021). “Measuring COVID-19’s Impact on International HE Students and Intervention Satisfaction: Implications for Marketing Theory and Practice”, Journal of Marketing for Higher Education, 0(0): 1–28. https://doi.org/10.1080/08841241.2021.1949660
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M., & RINGLE, C. M. (2019). “When to Use and How to Report the Results of PLS-SEM”, European Business Review, 31(1): 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  • HAMID, S., BUKHARI, S., RAVANA, S. D., NORMAN, A. A., & IJAB, M. T. (2016). “Role of Social Media in Information-Seeking Behaviour of International Students: A Systematic Literature Review”, Aslib Journal of Information Management, 68(5): 643–666.
  • HAMOUDA, M. (2018). “Understanding Social Media Advertising Effect on Consumers’ Responses: An Empirical Investigation of Tourism Advertising on Facebook”, Journal of Enterprise Information Management, 31(3): 426-445. https://doi.org/10.1108/JEIM-07-2017-0101
  • HANNA, R., ROHM, A., & CRITTENDEN, V. L. (2011). “We’re All Connected: The Power of the Social Media Ecosystem”, Business Horizons, 54(3): 265–273. https://doi.org/10.1016/j.bushor.2011.01.007
  • HANSSEN, T. E. S., & SOLVOLL, G. (2015). “The Importance of University Facilities for Student Satisfaction at a Norwegian University”, Facilities, 33(13–14): 744-759. https://doi.org/10.1108/F-11-2014-0081
  • HARVEY, L. (1995). “Student Satisfaction”, New Review of Academic Librarianship, 1(1): 161-173. https://doi.org/10.1080/13614539509516728
  • HELGESEN, Ø., & NESSET, E. (2007). “Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College”, Corporate Reputation Review, 10(1): 38-59. https://doi.org/10.1057/palgrave.crr.1550037
  • HENNIG-THURAU, T., LANGER, M. F., & HANSEN, U. (2001). “Modeling and Managing Student Loyalty: An Approach Based on the Concept of Relationship Quality”, Journal of Service Research, 3(4): 331-344. https://doi.org/10.1177/109467050134006
  • HOSSAIN, S., & SAKIB, M. N. (2016). “The Impact of Social Media Marketing on University Students’ Brand Loyalty”, International Journal of Marketing and Business Communication, 5(3): 1–7.
  • HUSSAIN, R., AL NASSER, A., HUSSAIN, Y. K., & BLOEMER, K. (1995). “The Complex Relationship between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16 (2): 311-329. European Journal of Marketing, 16(1996), 311–329.
  • JOHN, S. P., & DE VILLIERS, R. (2022). “Factors Affecting The Success of Marketing in Higher Education: A Relationship Marketing Perspective,” Journal of Marketing for Higher Education, 1-20. https://doi.org/10.1080/08841241.2022.2116741
  • KETHÜDA, Ö. (2021). “Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities”, Journal of Higher Education (Turkey), 11(1): 51–62. https://doi.org/10.2399/yod.19.021000
  • KHAN, J., & HEMSLEY-BROWN, J. (2021). “Student Satisfaction: The Role of Expectations in Mitigating the Pain of Paying Fees”, Journal of Marketing for Higher Education, 0(0), 1–23. https://doi.org/10.1080/08841241.2021.1973646
  • KIM, K. H. (2005). “The Relation among Fit Indexes, Power, And Sample Size in Structural Equation Modeling,” Structural Equation Modeling, 12(3), 368-390.
  • KIM, A. J., & KO, E. (2012). “Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand”, Journal of Business Research, 65(10): 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • KLASSEN, M. L. (2002). “Relationship Marketing on the Internet: The Case of Top-and Lower-Ranked US Universities and Colleges”, Journal of retailing and consumer services, 9(2), 81-85.
  • KOSHKIN, A. P., RASSOLOV, I. M., & NOVIKOV, A. V. (2017). “Monitoring Social Media: Students Satisfaction with University Administration Activities”, Education and Information Technologies, 22(5): 2499-2522. https://doi.org/10.1007/s10639-016-9558-x
  • KOWALIK, E. (2011). “Engaging Alumni and Prospective Students through Social Media”, In Cutting-Edge Technologies in Higher Education (Vol. 2). Emerald. https://doi.org/10.1108/S2044-9968(2011)0000002014
  • KUO, Y. C., WALKER, A. E., BELLAND, B. R., & SCHRODER, K. E. E. (2013). “A Predictive Study of Student Satisfaction in Online Education Programs”, International Review of Research in Open and Distance Learning, 14(1): 16-39. https://doi.org/10.19173/irrodl.v14i1.1338
  • LIU, X., SHIN, H., & BURNS, A. C. (2021). “Examining the Impact of Luxury Brand’s Social Media Marketing on Customer Engagement: Using Big Data Analytics and Natural Language Processing”, Journal of Business Research, 125(May): 815-826. https://doi.org/10.1016/j.jbusres.2019.04.042
  • MARESOVA, P., HRUSKA, J., & KUCA, K. (2020). “Social Media University Branding”, Education Sciences, 10(3): 1-14. https://doi.org/10.3390/educsci10030074
  • MERSEY, R. D., MALTHOUSE, E. C., & CALDER, B. J. (2010). “Engagement with Online Media”, Journal of Media Business Studies, 7(2): 39-56. https://doi.org/10.1080/16522354.2010.11073506
  • NAPOLI, A. R. (1996). “Psychosocial Factors Related to Retention and Early Departure of Two-Year Community College Students”, Dissertation Abstracts International: Section B: The Sciences and Engineering, 57(6-B), 4093.
  • NDLOVU, S. G., CHIKANDIWA, S. T., & MLAMBO, V. H. (2020). “The Impact of Social Media Communication on the Brand Loyalty of Rural Based University Students”, Journal of African Films and Diaspora Studies, 3(1): 69-87. https://doi.org/10.31920/2516-2713/2020/3n1a5
  • ODIN, Y., ODIN, N., & VALETTE-FLORENCE, P. (2001). “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, 53(2): 75-84. https://doi.org/10.1016/S0148-2963(99)00076-4
  • OKMEYDAN, B. S. (2020). “Üniversitelerin Sosyal Medya Kullanımı İzmir’deki̇ Devlet Ve Vakıf Üni̇versi̇teleri̇ni̇n Karşılaştırmalı Anali̇zi̇”, Beykoz Akademi Dergisi, 8(1): 73-96. https://doi.org/10.14514/byk.m.26515393.2020.8/1.73-96
  • OLIVER, R. L. (1999). “Whence Consumer Loyalty”, Journal of Marketing, 63 (4): 33-44.
  • ÖZTÜRK, E., & EMEL, F. A. İ. Z. (2020). “Algılanan Öğretim Kalitesi ve Öğrenci Tatmininin Öğrenci Sadakati Üzerindeki Etkisi: Düzce Üniversitesi Örneği,” Uluslararası Turizm, Ekonomi ve İşletme Bilimleri Dergisi (IJTEBS) E-ISSN: 2602-4411, 4(1), 01-15.
  • PAULIN, M., FERGUSON, R. J., SCHATTKE, K., & JOST, N. (2014). “Millennials, Social Media, Prosocial Emotions, and Charitable Causes: The Paradox of Gender Differences”, Journal of Nonprofit and Public Sector Marketing, 26(4): 335-353. https://doi.org/10.1080/10495142.2014.965069
  • PERUTA, A., & SHIELDS, A. B. (2017). “Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook”, Journal of Marketing for Higher Education, 27(1): 131-143. https://doi.org/10.1080/08841241.2016.1212451
  • PERUTA, A., & SHIELDS, A. B. (2018). “Marketing Your University on Social Media: A Content Analysis of Facebook Post Types and Formats”, Journal of Marketing for Higher Education, 28(2): 175–191. https://doi.org/10.1080/08841241.2018.1442896
  • QUIJADA, B. M. del R., PEREA MUÑOZ, E., CORRONS, A., & OLMO-ARRIAGA, J. L. (2021). “Engaging Students through Social Media. Findings for the Top Five Universities in the World”, Journal of Marketing for Higher Education, 0(0): 1–18. https://doi.org/10.1080/08841241.2020.1841069
  • RAHMAN, S., RAMAKRISHNAN, T., & NGAMASSI, L. (2020). “Impact of Social Media Use on Student Satisfaction in Higher Education”, Higher Education Quarterly, 74(3): 304-319. https://doi.org/10.1111/hequ.12228
  • ROJAS-MÉNDEZ, J., VASQUEZ-PARRAGA, A. Z., KARA, A., & CERDA-URRUTIA, A. (2009). “Determinants of Student Loyalty in Higher Education: A Tested Relationship Approach in Latin America”, Latin American Business Review, 10(1): 21-39. https://doi.org/10.1080/10978520903022089
  • RUTTER, R., ROPER, S., & LETTICE, F. (2016). “Social Media Interaction, The University Brand and Recruitment Performance”, Journal of Business Research, 69(8): 3096-3104. https://doi.org/10.1016/j.jbusres.2016.01.025
  • SALGADO, G. E., & VELA, R. M. (2019). “Brand Fan Pages Experience and Strength as Antecedents to Engagement and Intensity of Use to Achieve HEIS’ Brand Loyalty”, Journal of Marketing for Higher Education, 0(0): 1-19. https://doi.org/10.1080/08841241.2019.1605437
  • SANO, K. (2014). “Do Social Media Marketing Activities Enhance Customer Satisfaction, Promote Positive WOM and Affect Behavior Intention? An Investigation into the Effects of Social Media on the Tourism Industry”, Doshisha Shogaku, 3(4): 45–69. https://doors.doshisha.ac.jp/duar/repository/ir/16742/017066030404.pdf
  • SARSTEDT, M., HAIR, J. F., CHEAH, J. H., BECKER, J. M., & RINGLE, C. M. (2019). “How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM”, Australasian Marketing Journal, 27(3): 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003
  • SEO, E. J., & PARK, J. W. (2018). “A Study on The Effects of Social Media Marketing Activities on Brand Equity and Customer Response in The Airline İndustry”, Journal of Air Transport Management, 66 (August): 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  • SHARP, A., SHARP, B., & WRIGHT, M. (2002). “Questioning the Value of the “True” Brand Loyalty Distinction”, International Journal of Research in Marketing, 19(1): 81–90.
  • SMEDESCU, D. A. (2014). “Using Social Media Marketing in Higher Education”, Romanian Journal of Marketing, 1(1): 77–80.
  • STUART, E., STUART, D., & THELWALL, M. (2017). “An Investigation of The Online Presence of UK Universities on Instagram”, Online Information Review, 41(5): 582–597. https://doi.org/10.1108/OIR-02-2016-0057
  • SUNG, M., & YANG, S. U. (2009). “Student-University Relationships and Reputation: A Study of the Links between Key Factors Fostering Students’ Supportive Behavioral İntentions towards Their University”, Higher Education, 57(6): 787-811. https://doi.org/10.1007/s10734-008-9176-7
  • ŞAHİN, F., & TAŞKIN, E. (2021). “Yükseköğretim Kurumlarının Sürdürülebilir Rekabet Avantajı Elde Edebilmelerinde İlişkisel Pazarlamanın Rolü: Kaynak Avantajı Teorisi Bağlamında Nicel Bir İnceleme”, Alanya Akademik Bakış, 5(3), 1493-1516.
  • TAUBENHEIM, A. M., LONG, T., SMITH, E. C., JEFFERS, D., WAYMAN, J., & TEMPLE, S. (2008). “Using Social Media and İnternet Marketing to Reach Women with the Heart Truth”, Social Marketing Quarterly, 14(3), 58-67. https://doi.org/10.1080/15245000802279433
  • TEEROOVENGADUM, V., NUNKOO, R., GRONROOS, C., KAMALANABHAN, T. J., & SEEBALUCK, A. K. (2019). “Higher Education Service Quality, Student Satisfaction and Loyalty: Validating the HESQUAL Scale and Testing an İmproved Structural Model”, Quality Assurance in Education, 27(4): 427-445. https://doi.org/10.1108/QAE-01-2019-0003
  • TEHCİ, A. (2020). “Yükseköğretimde Öğrenci Tatmini ve Sadakat İlişkisi: Kurumsal İmaj Algısının Aracı Rolü,” Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(Ek), 121-131.
  • VUKASOVIC, M. (2013). “Change of Higher Education in Response to European Pressures: Conceptualization and Operationalization of Europeanization of Higher Education”, Higher Education, 66(3): 311-324. https://doi.org/10.1007/s10734-012-9606-4
  • WANG, H. (2012). “Six P’s of Youth Social Media from A Young Consumer’s Perspective”, Young Consumers, 13(3): 303-317. https://doi.org/10.1108/17473611211261674
  • WEBER, L. (2007). “Marketing to the Social Web: How Digital Customer Communities Build Your Business. John Wiley & Sons.
  • WILLIAMS, M., & BUTTLE, F. (2013). “Managing Word-of-Mouth: A Nonprofit Case Study”, Journal of Nonprofit and Public Sector Marketing, 25(3): 284-308. https://doi.org/10.1080/10495142.2013.816191
  • YADAV, M., & RAHMAN, Z. (2017). “Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce İndustry: Scale Development & Validation”, Telematics and Informatics, 34(7): 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001
  • YU, G. B., & KIM, J. H. (2008). “Testing the Mediating Effect of the Quality of College Life in the Student Satisfaction and Student Loyalty Relationship”, Applied Research in Quality of Life, 3(1): 1-21. https://doi.org/10.1007/s11482-008-9044-8
  • YÜKSEKÖĞRETİM BİLGİ SİSTEMİ (2022). “Öğrenci Sayıları Raporu,” https://istatistik.yok.gov.tr/. Son erişim tarihi: 27.12.2022
  • ZACHOS, G., PARASKEVOPOULOU-KOLLIA, E. A., & ANAGNOSTOPOULOS, I. (2018). “Social Media Use in Higher Education: A review”, Education Sciences, 8(4): 194-207. https://doi.org/10.3390/educsci8040194
  • ZHOU, S., BLAZQUEZ, M., MCCORMICK, H., & BARNES, L. (2021). “How Social Media İnfluencers’ Narrative Strategies Benefit Cultivating İnfluencer Marketing: Tackling İssues of Cultural Barriers, Commercialized Content, and Sponsorship Disclosure”, Journal of Business Research, 134(May): 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
  • ZHU, Y. (2019). “Social Media Engagement and Chinese İnternational Student Recruitment: Understanding How UK HEIs use Weibo and WeChat”, In Journal of Marketing for Higher Education 29 (2): 173-190. https://doi.org/10.1080/08841241.2019.1633003
  • ZHU, Y. Q., & CHEN, H. G. (2015). “Social Media and Human Need Satisfaction: Implications for Social Media Marketing”. Business Horizons, 58(3): 335-345. https://doi.org/10.1016/j.bushor.2015.01.006
Toplam 89 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Yusuf Bilgin 0000-0003-0656-2031

Önder Kethüda 0000-0002-7661-2009

Eda Nur Yılmaz 0000-0002-6321-2743

Proje Numarası YOK
Yayımlanma Tarihi 31 Mayıs 2023
Kabul Tarihi 8 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 2

Kaynak Göster

APA Bilgin, Y., Kethüda, Ö., & Yılmaz, E. N. (2023). Üniversitelerde Öğrenci Memnuniyetini ve Sadakatini Artırmanın Bir Aracı Olarak Sosyal Medya Pazarlama Aktiviteleri. Alanya Akademik Bakış, 7(2), 697-719. https://doi.org/10.29023/alanyaakademik.1121260