The effect of social media marketing activities on corporate image and student satisfaction in universities

The main purpose of this research is to examine the effect of social media marketing activities on the corporate image of universities and student satisfaction. Another aim of the research is to examine the effect of university image on student satisfaction. The population of the research consists of students studying at 55 foundation universities in Istanbul and actively following the Facebook, Twitter and Instagram social media accounts of the universities.The quantitative method was used in the research. In the study, the quota sampling method was used and data was obtained from 1072 university students using the online survey method. The data obtained has been analyzed through SPSS and Structural Equality Modeling. As a result of the analysis, it was determined that social media marketing activities were effective on university image and student satisfaction. In addition, it has been determined that university image has a significant effect on student satisfaction. Moreover, the results of the analysis show that the social media marketing activities that have the most significant impact on the university image are word of mouth and timeliness. In addition, the timeliness among social media marketing activities has been determined as the dimension that affects student satisfaction the most.