文章基本信息

标题：Improving student satisfaction through social media marketing activities: The mediating role of perceived quality
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作者：Asli Okten Demircioglu ; Feyza Bhatti ; Bashar Ababneh 等
期刊名称：International Journal of Data and Network Science
印刷版ISSN：2561-8148
电子版ISSN：2561-8156
出版年度：2021
卷号：5
期号：2
页码：143-150
DOI：10.5267/j.ijdns.2021.1.002
出版社：Growing Science
摘要：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.
关键词：Social Media Marketing; Higher Education; Perceived Quality; Students’ Satisfaction