Izvorni znanstveni članak

https://doi.org/10.31803/tg-20240331030139

The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions: Exploring the Mediating Role of Brand Equity, Trust, and Word-Of-Mouth Advertising

Hosna Khorsandi ; Department of Educational Leadership and Policy Studies, University of Denver, 1999 E Evans Ave, Denver, CO 80210, USA *
Behzad Kazemi ; Department of Advanced Data Analytics, Toulouse Graduate School, University of North Texas, 1155 Union circle #310930, Denton, TX 76203, USA
Simin Zeynali ; Curriculum Planning Department, Faculty of Humanities and Psychology, University of Tabriz, 29 Bahman Blvd., Tabriz, Iran 5166616471
Mahsa Mohsenibeigzadeh ; Department of Management, College of Business, University of Central Florida, 12744 Pegasus Dr, Alafaya, FL 32816, USA
Pedram Zarei ; College of Education, Texas State University, 601 University Dr, San Marcos, TX 78666, USA
Shahin Mirshekari ; Department of Marketing Science and Business Analytics, Katz Graduate School of Business, University of Pittsburgh, 3950 Roberto Clemente Dr, Pittsburgh, PA 15260, USA

* Dopisni autor.

Sažetak

Recently, educational institutions have turned to investing in new technologies to provide digital services to customers as a means of cost control, attracting new customers, and meeting customer expectations. The adoption of these new technologies has become crucial for these institutions as part of their strategy. Therefore, this research focuses on investigating the influence of social media marketing (SMM) on the intention to use digital services in educational institutions. The study also considers brand equity, trust, and word-of-mouth promotion as potential factors mediating this relationship. The method employed was descriptive correlational research, utilizing structural equation modeling for data analysis, with 368 students participating. The results indicate that SMM has a significant influence on brand equity, trust, word-of-mouth advertising, and the intention to utilize digital services in educational institutions. Furthermore, brand equity, trust, and word-of-mouth advertising exert a positive and significant impact on the intention to use digital services within educational institutions. Additionally, brand equity, trust, and word-of-mouth advertising act as vital mediators in the relationship between SMM and the adoption of digital services in educational institutions. Consequently, we can conclude that SMM contributes to an increased intention to use digital services in educational institutions by leveraging brand equity, trust, and word-of-mouth advertising.

Ključne riječi

brand equity; educational institutions; intention to use digital services; social media marketing; trust; word of mouth advertising

Hrčak ID:

332166

URI

https://hrcak.srce.hr/332166

Datum izdavanja:

15.9.2025.

Posjeta: 140 *