Role of social media community in strengthening trust and loyalty for a university


Show simple item record Nevzat, Raziye Amca, Yılmaz Tanova, Cem Amca, Hasan 2016-11-17T06:55:34Z 2016-11-17T06:55:34Z 2016-09-20
dc.identifier.issn 0747-5632
dc.description The file in this item is the pre-print version of the article (author’s copy; unrefereed Author’s Version). Due to copyright restrictions, the access to the publisher version (published version) of this article is only available via subscription. You may click URI and have access to the Publisher Version of this article through the publisher web site or online databases, if your Library or institution has subscription to the related journal or publication. en_US
dc.description.abstract As the increasing internationalization of higher education creates competition among the universities, many institutions are making use of social media communities to attract and retain students. We surveyed 206 users of a university Facebook page to investigate how it may be related to their identification with the university community and the university brand. We further investigate how this identification is associated with the trust and loyalty to the institution and is likely to be linked to positive behaviors such as promoting the university to their peers as an active member of the university community. Our results show that the perceived strength of the Facebook community is related to the identification with the university community and the university brand which in turn are related to trust and loyalty. Higher loyalty is linked to citizenship behaviors such as increased contribution to the educational process labeled in-role behaviors and providing positive word of mouth about the university labeled extra-role behaviors. With the challenges of a diverse and global student body which is expected to continue increasing, universities can benefit from use of social media in developing identity, loyalty and trust. en_US
dc.language.iso eng en_US
dc.publisher Elsevier en_US
dc.relation.isversionof 10.1016/j.chb.2016.09.018 en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.subject Internationalization of higher education en_US
dc.subject Organizational identification en_US
dc.subject Brand identification en_US
dc.subject Loyalty en_US
dc.subject Trust en_US
dc.subject Citizenship behaviors en_US
dc.title Role of social media community in strengthening trust and loyalty for a university en_US
dc.type article en_US
dc.relation.journal Computers in Human Behavior en_US
dc.contributor.department Eastern Mediterranean University, Faculty of Tourism, Faculty of Business and Economics, Faculty of Engineering en_US
dc.identifier.volume 65 en_US
dc.identifier.startpage 550 en_US
dc.identifier.endpage 559 en_US

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