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

Abstract

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.

Keywords:

• Social networks
• marketing strategies
• brand awareness
• brand loyalty

Reviewing Editor:

• Huifen (Helen) Cai, Middlesex University Business School, United Kingdom

Subjects:

• Internet/Digital Marketing/e-Marketing
• Marketing Management
• Brand Management

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Miriam Nanyeli Sánchez Garza

Miriam Nanyeli Sanchez Garza Ph.D in Managment and Innovation of Institutions; Sustainability Collaborator in Autonomous University of Tamaulipas. Email: [email protected]

Mónica Lorena Sánchez Limón

Monica Lorena Sanchez Limon Ph.D. in Management Sciences; Member of the National System of Researchers Conahcyt Level 2; Full-Time Professor; Autonomous University of Tamaulipas-Mexico. E-mail: [email protected]

Yesenia Sánchez Tovar

Dr. Yesenia Sanchez Tovar, Ph.D in Economy. Member of the National System of Researchers Conacyt Level 1. Autonomous University of Tamaulipas-Mexico. Email: [email protected]

Sikander Ali Qalati

Dr. Sikandar Ali Qalati is Associate Professor at the School of Business, Liaocheng University, China. Ph.D. in Management Sciences and Engineering. Email: [email protected]