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

被引：1

作者：

Garza, Miriam Nanyeli Sanchez ^{[1
]}

Limon, Monica Lorena Sanchez ^{[2
,5
]}

Tovar, Yesenia Sanchez ^{[3
]}

Qalati, Sikander Ali ^{[4
]}

机构：

[1] Autonomous Univ Tamaulipas, Management & Innovat Inst, Ciudad Victoria, Mexico

[2] Autonomous Univ Tamaulipas, Business Adm, Ciudad Victoria, Mexico

[3] Autonomous Univ Tamaulipas, Econ & Management Org, Ciudad Victoria, Mexico

[4] Univ Liaocheng, Management Sci & Engn, Liaocheng, Peoples R China

[5] Autonomous Univ Tamaulipas, Management Sci, Ciudad Victoria, Mexico

来源：

COGENT BUSINESS & MANAGEMENT | 2024年 / 11卷 / 01期

关键词：

Social networks; marketing strategies; brand awareness; brand loyalty; Huifen; (Helen); Cai; Middlesex University Business School; United Kingdom; Internet/Digital Marketing/e-Marketing; Marketing Management; Brand Management; EQUITY;

D O I：

10.1080/23311975.2024.2318809

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin's model (2018). The quantitative method is used, with the application of 1600 surveys to university students, whose data is analyzed using the structural equations method. As a result of the analysis, it is concluded that substantial marketing activities in a different business environment for a public higher education institution are made up of four dimensions: entertainment, sharing, advertising and personalization. It is also concluded that these activities have a positive effect on brand awareness and loyalty generation.

引用

页数：15

共 59 条

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