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

Year 2023, Volume: 7 Issue: 2, 697 - 719, 31.05.2023
https://doi.org/10.29023/alanyaakademik.1121260

Abstract

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.

Supporting Institution

YOK

Project Number

YOK

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

Year 2023, Volume: 7 Issue: 2, 697 - 719, 31.05.2023
https://doi.org/10.29023/alanyaakademik.1121260

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.

Project Number

YOK

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There are 89 citations in total.

Details

Primary Language Turkish
Subjects Operation
Journal Section Makaleler
Authors

Yusuf Bilgin 0000-0003-0656-2031

Önder Kethüda 0000-0002-7661-2009

Eda Nur Yılmaz 0000-0002-6321-2743

Project Number YOK
Publication Date May 31, 2023
Acceptance Date March 8, 2023
Published in Issue Year 2023 Volume: 7 Issue: 2

Cite

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