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Öğe Social Media Marketing Activities as a Tool to Improve Student Satisfaction and Loyalty in Universities(Alanya Alaaddin Keykubat University, 2023) Bilgin, Yusuf; Kethüda, Önder; Yılmaz, Eda NurThis 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.
