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

Figures & data

Illustration 1. Model elaborated by Yusuf Bilgin (Bilgin, 2018).

Table 3. Goodness-of-fit measures.

Goodness-of-fit measure	Acceptable fit levels	Results	Acceptability
Absolute fit measures
CMIN P value	CMIN = double the freedom degrees P value = >.05	CMIN = 617.542 GL =120 P value = 0.001	Marginal
GFI	>0.90	0.944	Acceptable
RMSEA	≤0.08	0.060	Acceptable
RMR	Close to 0	0.015	Acceptable
Gradual fit measures
CFI	>0.90	0.982	Acceptable
NFI	>0.90	0.979	Acceptable
Parsimony fit model
CMIN/DF	Lower limit = 1 Upper limit = 2,3 y 5	5.146	Marginal

Source: Own elaboration based on acceptance ranges according to Hair et al. (2007).

Illustration 2. Structural equations model.

Table 1. Item identification and factorial loads.

Code	Item	Construct	Factorial Load
ENT3	Marketing activities	Entertainment	.934
ENT2			.932
ENT1			.885
INT3	Marketing activities	Exchange	.931
INT2			.913
INT1			.900
PUB4	Marketing activities	Advertising	.925
PUB3			.959
PUB2			.936
PERS3	Marketing activities	Personalization	.953
PERS2			.947
PERS1			.912
CM4	Marketing activities	Brand awareness	.941
CM3			.930
CM2			.832
L4	Brand loyalty	Loyalty	.925
L3			.962
L2			.934

Source: Own elaboration.

Table 2. Convergent and discriminant validity of the model.

	CR	AVE	Entertainment	Exchange	Advertising	Personalization	Brand awareness	Loyalty
Entertainment	0.941	0.841	0.917
Exchange	0.939	0.837	0.905	0.915
Advertising	0.958	0.884	0.864	0.889	0.940
Personalization	0.956	0.879	0.814	0.874	0.907	0.938
Brand awareness	0.929	0.814	0.785	0.797	0.843	0.848	0.902
Loyalty	0.958	0.885	0.789	0.795	0.851	0.842	0.926	0.941

Source: Own elaboration.

Table 4. Estimation of the parameters by the maximum likelihood method.

			Standardized estimated parameters	S.E	C.R	P	Hypothesis proof
Loyalty	<---	Social_media_MKT	0.289	.030	10.012	***	Accepted
Brand awareness	<---	Social_media_MKT	0.877	.018	46.532	***	Accepted
Loyalty	<---	Brand awareness	0.673	.032	22.269	***	Accepted

p-value .001***.

Bilgin, Y. (2018). The efect of social media marketing activities on brand awarness, brand image and brand loyalty. Business & Management Studies, 6(1), 128–148.

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