Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution

The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin's model (2018). The quantitative method is used, with the...

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Bibliographic Details
Published in:Cogent business & management 2024-12, Vol.11 (1)
Main Authors: Sánchez Garza, Miriam Nanyeli, Sánchez Limón, Mónica Lorena, Sánchez Tovar, Yesenia, Qalati, Sikander Ali
Format: Article
Language:English
Subjects:
brand awareness
brand loyalty
Brand Management
Huifen (Helen) Cai, Middlesex University Business School, United Kingdom
Internet/Digital Marketing/e-Marketing
Marketing Management
marketing strategies
Social networks
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Summary:The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin's model (2018). The quantitative method is used, with the application of 1600 surveys to university students, whose data is analyzed using the structural equations method. As a result of the analysis, it is concluded that substantial marketing activities in a different business environment for a public higher education institution are made up of four dimensions: entertainment, sharing, advertising and personalization. It is also concluded that these activities have a positive effect on brand awareness and loyalty generation.
ISSN:2331-1975
2331-1975
DOI:10.1080/23311975.2024.2318809