Kethuda, OnderBilgin, Yusuf2024-08-232024-08-2320230884-12411540-7144https://doi.org/10.1080/08841241.2023.2225431https://hdl.handle.net/20.500.12684/14214This paper focuses on university social media marketing (SMM) activities and their role in converting following students into university advocates on social media. The study, which has a relationship-oriented approach, first categorizes university SMM activities into four groups: entertainment, interaction, trendiness, and customization. Then it provides the theoretical background for the research model and unveils the role of university SMM on university image, student satisfaction, student loyalty, and electronic word-of-mouth (e-WoM). Data was gathered from 1072 university students in an undergraduate program at 55 universities in Istanbul, Turkey. Structural equation modeling was used to test the model. Results indicate that a university's SMM activities have a significant role in spreading favorable attributes of universities on social media, and university image, student satisfaction, and student loyalty foster this relationship.en10.1080/08841241.2023.2225431info:eu-repo/semantics/closedAccessSocial media marketingstudent loyaltyuniversity imagestudent satisfactionword-of-mouth communicationbrand advocacy>Word-Of-MouthBrand EquitySatisfactionEducationEngagementModelImageAntecedentsLoyaltyPostgraduateArticle2-s2.0-85165642291WOS:001035595000001Q2Q1