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

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AudienciaPúblico en generales_ES
CoberturaMéxico [143]es_ES
Fecha de ingreso2026-09-09T01:05:56Z
Fecha de publicación2024-01-01
ResumenAbstractThe 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.es_ES
Doi10.1080/23311975.2024.2318809es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/1399
IdiomaEspañol [65]es_ES
RelaciónMiriam Nanyeli Sánchez Garza, Mónica Lorena Sánchez Limón, Yesenia Sánchez Tovar, Sikander Ali Qalati. (2024). Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution. Cogent Business & Management. https://doi.org/10.1080/23311975.2024.2318809es_ES
URL relacionadohttps://www.tandfonline.com/doi/10.1080/23311975.2024.2318809es_ES
DerechosAcceso Abiertoes_ES
LicenciaBY NC NDes_ES
FuenteCogent Business & Management, () vol.? (2024)
Palabra claveSocial networkses_ES
Palabra clavemarketing strategieses_ES
Palabra clavebrand awarenesses_ES
Palabra clavebrand loyaltyes_ES
Palabra claveHuifen (Helen) Cai, Middlesex University Business School, United Kingdomes_ES
Palabra claveInternet/Digital Marketing/e-Marketinges_ES
ClasificaciónCIENCIAS SOCIALES [5]:CIENCIAS ECONÓMICAS [53]:ORGANIZACIÓN Y DIRECCIÓN DE EMPRESAS [5311]es_ES
TítuloMarketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institutiones_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
ÁreaCIENCIAS SOCIALES [5]
ÁreaCIENCIAS SOCIALES [5]es_ES
AutorMIRIAM NANYELI SÁNCHEZ GARZA;1094
AutorMÓNICA LORENA SÁNCHEZ LIMÓN;1095
AutorYESENIA SÁNCHEZ TOVAR;1101
AutorSIKANDER ALI QALATI
AutorMIRIAM NANYELI SÁNCHEZ GARZA;1094es_ES
AutorMÓNICA LORENA SÁNCHEZ LIMÓN;1095es_ES
AutorYESENIA SÁNCHEZ TOVAR;1101es_ES
AutorSIKANDER ALI QALATIes_ES
DisciplinaCIENCIAS ECONÓMICAS [53]es_ES
EdiciónPrimeraes_ES
SubdisciplinaORGANIZACIÓN Y DIRECCIÓN DE EMPRESAS [5311]es_ES
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES

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