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The role of social media marketing activities in converting existing students into university advocates

Author

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  • Önder Kethüda
  • Yusuf Bilgin

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.

Suggested Citation

  • Önder Kethüda & Yusuf Bilgin, 2025. "The role of social media marketing activities in converting existing students into university advocates," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(3), pages 510-531, December.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:510-531
    DOI: 10.1080/08841241.2023.2225431
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