Abstract
The connection between education and technology offers an exciting opportunity for universities to utilize social media marketing activities not only to recruit new students or to create brand image and reputation, but also to enhance student satisfaction. Despite having a large number of studies indicating the importance of social media as a tool for student recruitment, the studies on the importance of social media marketing activities (SMMA) for students who are already enrolled are rare. This study aims at examining the relationship between SMMA and student satisfaction, considering perceived quality as a mediator in the higher education sector in North Cyprus. Utilizing a cross-sectional online survey, the data for this study was collected during October- November 2020 from 424 international students enrolled in North Cyprus universities. The model was assessed and the data was analyzed using Structural Equation Model (SEM) in AMOS statistical software. The findings suggest that SMMA has a positive relationship with the perceived quality of education, and perceived quality mediates the relationship between SMMA and student satisfaction positively.
Highlights
In the last two decades, companies had to evolve their traditional marketing strategies with the digital ones to enhance their reach
The purpose of this research was to investigate the relationship between social media marketing activities (SMMA) and student satisfaction, as well as testing the mediated relationship of perceived quality in North Cyprus universities
The findings reveal that SMMA of higher education institutions have no direct effect on students’ satisfaction
Summary
In the last two decades, companies had to evolve their traditional marketing strategies with the digital ones to enhance their reach. It is mentioned that in order to use the advantages, firms must adopt social media as a channel to provide information to customers; connect with stakeholders and to generate sales. In order to benefit from these advantages, firms must adopt social media to provide information to customers, connect with stakeholders and to generate sales (Tiago et al, 2014). Social media marketing activities should create higher customer relationships and brand loyalty, following customer engagement and satisfaction. Alike, can leverage social media marketing activities to reach prospective students, create brand image and reputation and engage with their current students to improve their satisfaction. With the recent travel restrictions due to Covid pandemic, higher education marketing turns into a completely new formation and higher education institutions are entailed to reach their students through the use of the internet in general, and through social media activities in particular
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