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

Year 2023, Volume: 7 Issue: 2, 697 - 719, 31.05.2023

Yusuf Bilgin , Önder Kethüda , Eda Nur Yılmaz

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.

Keywords

Sosyal Medya, Sosyal Medya Pazarlama, Öğrenci Memnuniyeti, Öğrenci Sadakati, Vakıf Üniversitesi

Supporting Institution

YOK

Project Number

YOK

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

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.

Keywords

Social Media, Social Media Marketing, Student Satisfaction, Student Loyalty, Foundation

Project Number

YOK

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