Ga za, Mi iam Nanyeli Sánchez; Limón, Mónica Lo ena Sánchez; To a , Yesenia
Sánchez; Qala i, Sikande Ali
A icle
Ma ke ing ac i i ies e ec s on b and awa eness
gene a ion, image and loyal y in he social ne wo ks o a
public highe educa ion ins i u ion
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Ga za, Mi iam Nanyeli Sánchez; Limón, Mónica Lo ena Sánchez; To a , Yesenia
Sánchez; Qala i, Sikande Ali (2024) : Ma ke ing ac i i ies e ec s on b and awa eness gene a ion,
image and loyal y in he social ne wo ks o a public highe educa ion ins i u ion, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-15,
h ps://doi.o g/10.1080/23311975.2024.2318809
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Ma ke ing ac i i ies effec s on b and awa eness
gene a ion, image and loyal y in he social
ne wo ks o a public highe educa ion ins i u ion
Mi iam Nanyeli Sánchez Ga za, Mónica Lo ena Sánchez Limón, Yesenia
Sánchez To a & Sikande Ali Qala i
To ci e his a icle: Mi iam Nanyeli Sánchez Ga za, Mónica Lo ena Sánchez Limón, Yesenia
Sánchez To a & Sikande Ali Qala i (2024) Ma ke ing ac i i ies effec s on b and awa eness
gene a ion, image and loyal y in he social ne wo ks o a public highe educa ion ins i u ion,
Cogen Business & Managemen , 11:1, 2318809, DOI: 10.1080/23311975.2024.2318809
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2318809
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Ma ke ing | esea ch a icle
Cogen Business & ManageMen
Ma ke ing ac i i ies e ec s on b and awa eness gene a ion, image
and loyal y in he social ne wo ks o a public highe educa ion
ins i u ion
Mi iam nanyeli sánchez ga zaa , Mónica lo ena sánchez limónb ,
Yesenia sánchez o a c and sikande ali Qala id
aManagemen and inno a ion o ins i u ions, au onomous uni e si y o amaulipas, Mexico; bBusiness adminis a ion,
au onomous uni e si y o amaulipas, Mexico; ceconomics and Managemen o o ganiza ions, au onomous uni e si y o
amaulipas, Mexico; dManagemen science and enginee ing, uni e si y Liaocheng, China
ABSTRACT
he objec i e o his esea ch is o examine he e ec o ma ke ing ac i i ies on
b and awa eness gene a ion, image and loyal y in social ne wo ks o a public
highe educa ion ins i u ion, based on he social ne wo ks heo y and Bilgin’s
model (2018). he quan i a i e me hod is used, wi h he applica ion o 1600
su eys o uni e si y s uden s, whose da a is analyzed using he s uc u al
equa ions me hod. as a esul o he analysis, i is concluded ha subs an ial
ma ke ing ac i i ies in a di e en business en i onmen o a public highe
educa ion ins i u ion a e made up o ou dimensions: en e ainmen , sha ing,
ad e ising and pe sonaliza ion. i is also concluded ha hese ac i i ies ha e a
posi i e e ec on b and awa eness and loyal y gene a ion.
In oduc ion
sa is ying man’s need o communica e has d i en him o e ol e his o ms o communica ion h oughou
his o y. he cu en use o new i ual communica ion pla o ms is based on he use o he in e ne and
mobile echnologies. as o companies, hey ha e he oppo uni y o ad e ise p omo ions, and p oduc s
and b ands ads a low cos o hei cus ome s and ge eedback om hem (hanna e al., 2011). in he
business amewo k, hese a e inc easingly globalized. One o he usual communica ion channels ha com-
panies ha e ecen ly applied in hei ma ke ing ac i i ies is social ne wo ks (Bilgin, 2018). he e o e, com-
panies a e explo ing i ual wo lds in o de o inc ease hei sales, ad e ising, he c ea ion o a posi i e
image, b and loyal y, all in o de o c ea e b and awa eness and b and alue and s ay in he ma ke .
Based on he abo e, we can say ha oday social media is a powe ul ool ha is no only o ien ed
o he social use o use s, bu also o companies. hanks o echnological ad ances, mos companies a e
p esen in wha is now known as ‘social ne wo ks’, eaching consume s h ough hem and ying o ha e
an inc easingly close p oximi y wi h hem.
Vi ual social media, also known as social media, a e a g oup o applica ions based on he in e ne
and buil on he ideological ounda ions o Web 2.0, pa icipa o y, collabo a i e, and social. he main
cha ac e is ic o social media lies in he c ea ion and exchange o con en gene a ed by he use , so
ne izens ha e he powe o sha e knowledge, consump ion expe iences, con e se wi h each o he and
main ain a ela ionship wi h he ins i u ions and b ands hey use ( uiz he e a e al., 2020).
in he i ual wo ld, social ne wo ks a e websi es wi h applica ions ha ope a e a di e en le els bu
allow people o exchange in o ma ion ei he among hemsel es o wi h o he companies. Undoub edly,
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mónica Lo ena sánchez Limón msanchel@docen es.ua .edu.mx México PhD in Managemen sciences, au onomous
uni e si y o amaulipas, China
h ps://doi.o g/10.1080/23311975.2024.2318809
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 13 July 2022
e ised 24 May 2023
accep ed 2 Feb ua y 2024
REVIEWING EDITOR
hui en (helen) cai,
Middlesex Uni e si y
Business school, Uni ed
kingdom
KEYWORDS
social ne wo ks; ma ke ing
s a egies; b and
awa eness; b and loyal y
SUBJEC TS
in e ne /Digi al
Ma ke ing/e-Ma ke ing;
Ma ke ing Managemen ;
B and Managemen
2 M. n. sÁncheZga Za e al.
he wo ld o social ne wo ks is cons an ly changing o upda ing so ha mo e and mo e people wi h he
same in e es s can in e connec h ough hem, making hei use much easie o he use .
he e a e s udies which indica e ha social ne wo ks a e used by socie y as means o communica ion.
acco ding o Mexican in e ne associa ion (2019), Mexico eaches 71% pene a ion among he popula-
ion o e 6 yea s o age. accessing social ne wo ks h ough he in e ne is 82% and 78% use i o send/
ecei e ins an messages, ha is, as a means o communica ion.
schae e (2014) poin s ou ha social ne wo ks a e i s an e olu ion o he way we communica e,
eplacing email in se e al cases. second, hey a e a e olu ion since o he i s ime in his o y we ha e
access o ee and ins an global communica ion, we li e in exci ing imes. hi dly, social media is dis in-
guished by he abili y e e yone has o sha e and con ibu e.
Based on he li e a u e e iew, i should be no ed ha mos au ho s belie e he e is a ‘ ela ionship’ o
‘connec ion’ acco ding o wha hey de ine as a social ne wo k. he e o e, i is possible o poin ou a
gene al concep which in eg a es all he impo an aspec s and i s e olu ion o i s de ini ion, which can
be in eg a ed as a se o digi al ools in which use s in eg a e hei opinions h ough he ac i e in e ac-
ion o con e sa ions and add a alue o a common bene i o all he use s.
in e ne and social ne wo ks use a e common in oday’s socie y and a e pa o people’s li es, espe-
cially young people (De la iglesia e al., 2020).
ega ding educa ional companies, such as uni e si ies, he in e ne and echnologies ha e become
basic wo k ools. Fo B i o e al. (2015) uni e si ies should conside some common objec i es in social
ne wo ks: posi ion hemsel es in he educa ional ma ke , c ea e an image o a ac s uden s and p o-
mo e social, cul u al, spo s and e en en e ainmen educa ional p og ams. On he o he hand, gou
g eoles (2016) de ines he uni e si y oday as an en ep eneu ial uni e si y which app oaches he needs
o socie y and c ea es models based on clien s, which a e he s uden s, going beyond no only i s sa -
is ac ion by p o iding hem wi h knowledge and skills bu also o compe e wi h o he uni e si ies.
ega ding he use o ma ke ing s a egies implemen ed in social ne wo ks speci ically, se e al publi-
ca ions ocused on lea ning we e ound whe e knowledge is ans e ed o he business a ea, and he
si ua ions ha p e ail a ound his opic can be aken in o accoun .
in ela ion o ma ke ing s a egies h ough social ne wo ks in companies, i has been pa icula ly ound
ha he e a e a ious pla o ms used o social and comme cial pu poses. he li e a u e sugges s ha social
ne wo ks be seen as a componen o an ecosys em o in e connec ed elemen s, which includes bo h, a-
di ional and digi al media (hanna e al., 2011). howe e , in highe educa ion ins i u ions, hey a e s ill in
he p ocess o adap ing and using hese new ools. Fo Pé ez-Bona en u a e al. (2021), when s udying he
p esence and ac i i y o uni e si ies p o iles in social ne wo ks, in e es ing clues o he o mula ion o
s a egies and p ac ical ac ions can be ound. i is essen ial o conside , on he one hand, ac o s ha in lu-
ence consume beha io such as psychological, si ua ional, social and in o ma ion o knowledge ones; and
on he o he , he use o he co ec s a egies h ough social ne wo ks and websi es ha gene a e alue,
loyal y, belonging and p e e ence in he inal consume . in summa y, so do (2022) poin s ou ha in o de
o a ac new consume s o clien s, i is necessa y o e i y he ypes o consume s hey a e and hei
p o iles, so companies can be e es ablish he mos app op ia e s a egy o ollow.
s a ing om he analysis o he p e ailing need, i is necessa y o implemen ac ics acco ding o
he echnological ools ha can help use s o he au onomous Uni e si y o amaulipas o know hei
a ge audience, ha is, he consume (s uden ) and hei beha io . Based on his, s a he inco po a-
ion o adequa e ma ke ing s a egies in i s social ne wo ks.
he need o know how uni e si ies decide o ela e o hei consume s o a ge public, ha is, s uden s,
eache s, esea che s, in e es g oups and adminis a o s, and o disco e he bene i s o disad an ages o he
p ope use o he ma ke ing mix h ough s a egies ela ed o consume beha io is he p oblem ha o igi-
na ed he design and implemen a ion o his c oss-sec ional, desc ip i e-explo a o y s udy.
he challenge o his wo k is o base he inco po a ion o ma ke ing s a egies in social ne wo ks o
he comme ce and adminis a ion Vic o ia Facul y o he au onomous Uni e si y o amaulipas…
his esea ch is necessa y in a highe educa ion ins i u ion (hei), since he li e a u e e iew indica es
ha he e a e no da a a he Mexican le el on he e ec s o social ne wo ks in an hei. in addi ion, his
s udy helps o know i hey use ma ke ing s a egies h ough social ne wo ks, which is a signi ican
con ibu ion o he li e a u e.
cOgen BUsiness & ManageMen 3
F om he esul s ob ained in his esea ch, i is in ended o ge ecommenda ions ha may be use ul
o a ious ac o s such as s uden s, educa ional manage s, socie y in gene al, oca ion counselo s, among
o he s, when using he di e en ma ke ing s a egies h ough social ne wo ks.
his esea ch aims o analyze he e ec o ma ke ing ac i i ies in social ne wo ks on b and awa eness,
b and image and b and loyal y o a uni e si y ins i u ion. he documen is s uc u ed as ollows: sec ion
wo is he li e a u e e iew on ma ke ing s a egies implemen ed in social ne wo ks, and hei in luence
on b and awa eness, b and image and b and loyal y. subsequen ly, a me hodological sec ion and a sec-
ion ha includes he indings ob ained om he da a analysis. Finally, an explana ion o hese esul s,
conclusions and ecommenda ions o u u e esea ch.
Ma ke ing ac i i ies in social media, heo e ical e iew
he ise o digi al social ne wo ks in ecen yea s, such as Facebook, wi e , google, You ube, linkedin
o Pin e es , has changed he way people communica e h ough he in e ne (saa ed a e al., 2013).
social ne wo ks ha e become he mos in luen ial phenomenon in ecen decades (kaplan & haenlein,
2010). Fo Palazón e al. (2014), social ne wo ks ha e abandoned ce ain adi ional communica ion
ac ions, such as mailing p og ams, o ocus mo e on digi al ma ke ing. acco ding o Weinbe g (2009),
social ne wo k po als a e web pages ha allow indi iduals o ge o know each o he based on
sha ed in e es s by es ablishing p o iles. hey a e gene ally used o connec wi h old iends o ind
new iends. social ne wo king po als a e some o he mos popula pages on he in e ne oday.
he e o e, social ne wo ks ha e become a basic pilla o many companies’ communica ion s a egy
(chū, 2011).
cu en ly, companies a ound he wo ld ha e e ol ed in he sales s a egies hey ha e de eloped and
also in he aining o clien s, his is due in la ge pa o he g owing echnology and globaliza ion ha
ha e made he clien eel so com o able wi h a se ice o p oduc ha 10% o la in ame icans buy
online and 80% wo ldwide (san illan e al., 2017).
he use o social ne wo ks wo ldwide, used o i s maximum capaci y, wo ks as a i ual ma ke ing
ool o a o sales, ad e ising o communica ion o companies o any kind. aking ad an age o social
ne wo ks o e s g ea oppo uni ies o small businesses, allowing hem o communica e hei message
globally a low cos h ough Web 2.0 ools such as websi es and social ne wo ks ( i e a- igue os e al.,
2020). On he o he hand, he ole o oday’s social media ma ke ing as a ma ke ing ool o he new
gene a ion, is ha o an online communica ion pla o m which allows he c ea ion o s a egies and
in e ac ions exchange wi h use s h ough con en p o ided by companies.
Based on he a o emen ioned, highe educa ion ins i u ions can bene i om using hem as a suppo
ins umen o gene a e an inc ease in en ollmen (sales), communica ion inside and ou side o i , as a
means o ad e ising, making hei ac ions known o hei inal consume s, hus imp o ing hei b and
awa eness, b and image and b and loyal y in his case, owa ds hei s uden s and socie y.
oday, many companies use social ne wo ks o each hei cus ome s, one o he mos e ec i e ways
o hem o communica e wi h hei inal consume . he use o ma ke ing ac i i ies embodied in social
ne wo ks is wha companies now success ully use o c ea e a close ela ionship wi h hei cu en and
po en ial cus ome s, de eloping a posi i e b and image o hem.
now, speaking o ma ke ing ac i i ies applied in hese social ne wo ks, hese mus be di ec ed
unde a main s a egy in which ac i i ies used in social ne wo ks gene a e good business, inc ease
sales and gene a e cus ome loyal y. he e o e, we can de ine digi al ma ke ing as all hose ac i i ies
ha companies seek o de elop in o de o mee hei ma ke ing objec i es h ough digi al media
such as he web, blogs, social ne wo ks and emails, gene a ing alue and es ablishing s ong ela ion-
ships wi h hei cus ome s (cha ey & ellis-chadwick, 2014). consequen ly, and eu and lópez Belbeze
(2002) poin ou ha he e is a high le el o in eg a ion o ma ke ing ac i i ies when he ma ke ing
depa men has p ac ically exclusi e igh s o ca y ou i s own ac i i ies. On he con a y, we will say
ha he e is a lowe le el o in eg a ion when he ma ke ing depa men sha es he execu ion o
hese ac i i ies wi h o he a eas o he company. howe e , khajeh noba e al. (2020) s a ed ha
social media ac i i ies in luence b and awa eness and image, and his ac leads o highe b and
engagemen . Ma ke ing ac i i ies in social ne wo ks a e like an e en o p ocess ha allows
4 M. n. sÁncheZga Za e al.
ma ke ing o ha e a posi i e impac on consume s, whe e ne wo king oppo uni ies will be p o ided
o inc ease each and build long- e m ela ionships.
Ul ima ely, he goal o social media ma ke ing ac i i ies is o acqui e new cus ome s, inc ease sales,
s eng hen wo d-o -mou h communica ion, and build cus ome loyal y ( simonis & Dimi iadis, 2014).
add essing his issue, i is concluded ha ma ke ing ac i i ies ac as a ool o p omo e a b and o
company, i is he bes upda ed way o do i , in addi ion o he ac ha i also g ea ly in luences he
cap u e o possible po en ial use s, p o iding hem wi h s a egies o echniques ha acili a e commu-
nica ion be ween o ganiza ions, en i ies o ins i u ions and cus ome s o inal consume s.
Social ne wo ks heo y
he ne wo ks heo y, s udies he causal o ce ha o igina es in he ela ional s uc u e ha de ines each
si ua ion. in addi ion, his heo y iden i ies pa e ns and is de eloped om a ious ields (an h opology,
psychology, sociology, biology, physics, ma hema ics and compu ing).
On he o he hand, sco (1991) indica es ha he ne wo k heo y is indeb ed o di e en schools o
hough and heo ies: an h opological, psychological, and sociological. among i s main con ibu ions is
a s uc u al me hodological pe spec i e o esea ch on social ne wo ks.
he social ne wo ks heo y opens new e e ence ames o he einse ion in i o exis ing heo ies. he e
a e also in luences wi h o he heo ies. Fo example, he exchange heo y and a ional choice heo y. his
heo y speaks o social capi al o e e o a numbe o connec ions in a social ne wo k and hei quali y.
he s udy o social ne wo ks has essen ially p oceeded om wo b oad ca ego ies o closely ela ed
echniques: g aph heo y and ma ix heo y. Bo h allow ne wo ks o be ep esen ed and desc ibed in
a sys ema ic way and, as such, will allow simple me hods o he in es iga ion and elucida ion o
ce ain beha io s o a i udes (ga cía Muñiz e al., 2002) his heo y was selec ed since i allows us
o mo e accu a ely esea ch he app oach o he p oblem o be in es iga ed. howe e , Maslow’s he-
o ies o decisions and needs mus be aken in o accoun , since hese allow o iden i y impo an
elemen s o he consume s, in his case he s uden s o he au onomous Uni e si y o amaulipas.
he social ne wo ks heo y shows g ea po en ial o his pu pose, since i allows us o iden i y he
ela ionship be ween a ious a iables h ough an illus a ion h ough a s uc u al equa ion model
(illus a ion 1).
B and awa eness
Undoub edly, cul u al di e ences can a ec he pe cep ion o knowledge ha a consume o clien has
o a b and o se ice, so i is essen ial ha b ands highligh hei ad an ages o di e ences om he
compe i ion. acco ding o chiang and shang-chia (2014) b and knowledge can be conside ed as a kind
Illus a ion 1. Model elabo a ed by Yusu Bilgin (Bilgin, 2018).
cOgen BUsiness & ManageMen 5
o ne wo k in he consume ’s mind, made up o nodes and links be ween nodes, as well as a unique se
o b and associa ions ha e e bo h o b and awa eness (when consume s know he b and) and b and
image (associa ions ha consume s ha e wi h he b and) (kelle e al., 2011).
B and knowledge is unde s ood as he se o in o ma ion s o ed abou he b and, which is a ec ed
by he expe ience main ained wi h i (alba & hu chinson, 1987). On he o he hand, e dem and swai
(2001) de ine b and knowledge as a ne wo k o associa ions ha includes belie s ela ed o he b and,
a i udes and pe cep ions o aspec s such as quali y and image. hey come om di ec sou ces, such as
p io pe sonal expe ience, and om indi ec sou ces, such as ad e ising (colmena es Delgado e al.,
2009) add ha b and knowledge is an awa eness o he exis ence o a b and and i s cha ac e is ics in
he mind o he indi idual, ocusing on he sensi i e and pe cep ual capaci y his has o ecognize,
emembe and associa e a b and.
On he o he hand, ha ey (2021) men ions ha b and ecogni ion is o ake ad an age o s a egies, cap-
u e he a ge audience so ha hey can ecognize hem beyond hei comme cial name. By using good
s a egies, b and ecogni ion would only be o isualize elemen s: colo schemes, logo, e en he one o oice
ha has been a ibu ed o you b and. B and ecogni ion can c ea e ies, gene a e us and eelings in he
consume , since hey belie e in he p oduc s ha a company o e s. Fo , gup a (2023) b and ecogni ion is
when a cus ome can ecognize i and di e en ia e i om o he b ands, since i is he abili y o a use o
ecognize he b and wi h ea u es ha de ine i , such as he slogan, logo, audios and o he s.
Finally, o kelle (1993), b and knowledge inco po a es wo dimensions: b and awa eness, ei he in
e ms o memo y o ecogni ion, and b and image (‘b and image’) o a se o associa ions linked o he
b and in memo y, and ha shapes he meaning o he b and o he consume .
Posi i e b and knowledge a o ably ans o ms cus ome s’ pe cep ions, p e e ences, and beha io s
owa ds he ma ke ing mix, he eby imp o ing b and a i udes, b and choice, and loyal y (kelle , 1993).
On he o he hand, sasmi a and Mohd suki (2015) poin ou ha b and awa eness is he way in which
consume s associa e he b and wi h he pa icula p oduc hey in end o own.
B and awa eness e e s o how awa e cus ome s and po en ial cus ome s a e o he business o p od-
uc s (gus a son & chabo , 2007) in addi ion, he same au ho de ails ha ‘ ime’ is necessa y o de elop
good b and awa eness, since his is necessa y o he message o each all po en ial cus ome s and o
es ablish loyal y a e i s expe ience. On he o he hand, knowledge o impo ance is one o he basic
pilla s o loyal y, ha is, making he b and known. Following his basic pilla , he e a e wo undamen al
componen s such as pe o mance and i s image y. i is abou de ining how he b and sa is ies he cus-
ome ’s needs o and, in he case o he image y, de ining wha he meanings and pe cep ions a e ha
can be ela ed o he b and socially and psychologically wi h he consume (elías Zamb ano &
Jiménez-Ma ín, 2021). likewise, b and awa eness e e s o b and awa eness (i and when consume s a e
awa e o a b and) and b and image (associa ions consume s ha e wi h he b and), kelle (2001). On he
o he hand, gonzález he nández e al. (2011) poin ou ha b and knowledge a ec s he way consume s
hink abou a speci ic p oduc ca ego y, ha is, consume s ha e in mind a sho lis o a o i e b ands
o di e en p oduc ca ego ies ha acili a es he pu chase decision. Being in his sho lis , in o he
wo ds, being a well-known b and, is a necessa y condi ion o he c ea ion o b and alue; in such a way
ha i consume s do no ha e a b and in mind hey canno associa e in o ma ion wi h ha b and. Fo
Macinnis e al. (1999) some esea ch shows ha when making b and choice decisions, b and awa eness
alone may be mo e impo an han o he cha ac e is ics (such as quali y).
some ac s ha e shown ha b ands can be cha ac e ized by pe sonali y ai s, such as: you h ul,
colo ul, silky. hese cha ac e is ics allow consume s o exp ess hemsel es o hei ideals (he nández-gil
e al., 2018). B and awa eness e e s o he s eng h wi h which he b and is p esen in he consum-
e ’s mind (Pappu e al., 2005); while awa eness can be simply om b and ecogni ion o a ecall
o memo y.
B and loyal y
a company’s de elopmen o economic ac i i ies will always depend on he ex en o which hey show
hei abili y o e ain and main ain hei cus ome s. loyal y is one o he componen s o b and equi y
6 M. n. sÁncheZga Za e al.
ha has ecei ed he mos in e es and s udy in he ma ke ing li e a u e (Villa oel Puma, e al., 2017).
he e o e, b and loyal y is de ined as he sys ema ic pu chase o he same b and in di e en ins ances
o pu chase and disc imina ion o s imuli as he abili y o indi iduals o di e en ia e one s imulus om
ano he se wi h simila cha ac e is ics ( abón & Pé ez acos a, 2016). howe e , he loyal y a iable is
assumed as he company’s e o o main ain i s link wi h cus ome s, so i s c ea ion and suppo on a
day- o-day basis is c i ical due o he in ense compe i ion in oday’s en i onmen . On he o he hand,
khan and Mahmood (2012) de ined b and loyal y as ‘ he uncondi ional commi men o he cus ome
and a s ong ela ionship wi h he b and, which is no likely o be a ec ed in ce ain no mal condi ions
o ci cums ances’. Fo íos Po ales and almeida ca dona (2022) loyal y is a key ac o in any company’s
pe o mance, since i e e s o he cus ome ’s commi men o a p oduc b and o se ice, as a esul o
he pe cei ed alue and us , in he sea ch o a long e m ela ionship. in addi ion, b and loyal y does
no imply loyal y o he es ablishmen o ice e sa, since di e en ia ed beha io s a e incu ed despi e
he ac ha he a i udes p esen ed a e he same (Duque-Oli a & amí ez-angulo, 2014). On he o he
hand, abón and Pé ez acos a (2016) loyal y de ined as a beha io o beha io al loyal y, indica es he
p obabili y o epu chasing a b and in he di e en ins ances o choice. ano he impo an aspec is o
know ha when pu chases a e no guided by a clea posi i e a i ude, bu by si ua ional demands, hey
a e conside ed he esul o alse loyal y. he gene a ion o a eeling o consume loyal y will depend
on consume s being sa is ied (P ado omán e al., 2014). ega ding uni e si ies, hennig- hu au e al.
(2001) poin ou ha a s uden who is loyal o his educa ional ins i u ion mus no only use he o e -
ings o his ins i u ion on a egula basis, bu mus also ha e a posi i e cogni i e-emo ional a i ude
owa ds he ins i u ion, one ha p o ides he unde lying mo i a ion o his beha io . in addi ion, ui-
ion ees, ins i u ional lexibili y, and in e nal s a commi men o hei own ins i u ion make hei s u-
den s eel mo e loyal o hei uni e si y han o he s a hemsel es, as hey o en need ano he o m
o incen i e.
in he concep o beha io al loyal y, undamen al cons uc s can be highligh ed such as: epu chase,
beha io , epe i ion and equency. i is in his unde s anding ha uni e si ies mus main ain cons an
inno a ion and di e si ica ion in e ms o he ins i u ion’s s uc u e and he p o ision o academic se -
ices (Mulyono e al., 2020).
Finally, escoba na anjo (2000) poin s ou ha he le el o loyal y o a b and depends on he alue
gi en by he buye o i and when a b and manages o be he g ea es indica o o he alue o a sa -
is ie , p oduc o se ice, he buye becomes loyal o i because in addi ion o gua an eeing he sa is ac-
ion o his needs, desi es and expec a ions, i simpli ies i s pu chase and use p ocess o jus one s ep:
sea ch o ha b and.
Hypo hesis
B and de elopmen is essen ial o he posi ioning o a p oduc . howe e , he wo ld o p oduc ion ook a long
ime o iden i y he change, clinging o he idea ha he main hing was he p oduc ion and he b and was
jus one mo e addi ion (Villa oel Puma e al., 2017). he ame ican Ma ke ing associa ion (ame ican Ma ke ing
associa ion, 2021) de ines a b and as ‘a name’, e m, symbol o design, o any o he cha ac e is ic ha iden i ies
he goods o se ices o a selle as di e en om o he endo s. he b and is he dis inc i e sign ha bes
ep esen s he in e es s o en ep eneu s in he ma ke , i is he bes ally ma ke ing ac i i ies in social ne wo ks
can con ibu e o b and awa eness and c ea e a posi i e b and image, since companies acili a e hei i e a ion
wi h po en ial and cu en cus ome s (seo & Pa k, 2018). On he o he hand, o Melis e al. (2017) i is belie ed
ha b and knowledge is buil in he minds o people as a cogni i e ep esen a ion. howe e , he e is no
empi ical e idence-based explana ion o how his b and knowledge is ep esen ed, o ganized and p ocessed
in he consume ’s mind, and wha he in luence o hese ep esen a ions on decision making du ing consume
pu chasing beha io is.
he e o e, wi hin he amewo k o he heo e ical and expe imen al conside a ions de ailed so a ,
and o ul ill he speci ic esea ch objec i es, he ollowing hypo heses a e o mula ed:
h1: Ma ke ing ac i i ies in social ne wo ks ha e a posi i e and s a is ically signi ican e ec on he b and
awa eness o he au onomous Uni e si y o amaulipas.
cOgen BUsiness & ManageMen 7
h2: Ma ke ing ac i i ies in social ne wo ks ha e a posi i e and s a is ically signi ican e ec on he b and loy-
al y o he au onomous Uni e si y o amaulipas.
h3: B and awa eness has a posi i e and s a is ically signi ican e ec on he b and loyal y o he au onomous
Uni e si y o amaulipas.
Pa allel o hese s udies, he esea ch hypo heses ha ha e been de e mined a e he ollowing:
h4. B and awa eness a ec s he b and image o he au onomous Uni e si y o amaulipas.
h5. B and awa eness a ec s he b and loyal y o he au onomous Uni e si y o amaulipas.
h6. B and image a ec s he loyal y o he b and o he au onomous Uni e si y o amaulipas.
Based on he abo e, he ne wo k heo y is iden i ied as he basis o he esea ch, in which di e en
a iables o he same a e ep esen ed, empi ically p esen he p e ious ela ionships, o which i p o-
ides he de elopmen and ounda ion o he hypo heses.
o subs an ia e his s udy’s scope, i is necessa y o es ablish ha i s na u e is causal, since i seeks o
analyze he exis ing ela ionships and e ec s o he independen a iables (b and loyal y and b and
knowledge) o he dependen a iable (ma ke ing ac i i ies). he nandez e al. (2006), gene a es he nec-
essa y in o ma ion o es he esea ch hypo heses p oposed in his s udy h ough he analysis o s uc-
u al equa ions.
Me hodology
Resea ch model
a gene al objec i e and h ee speci ic objec i es ha e been iden i ied in his s udy. he i s one
examines he e ec o ma ke ing ac i i ies in b and awa eness gene a ion, image and loyal y in
social ne wo ks o he au onomous Uni e si y o amaulipas. in pa icula : he Oe1 examines he
e ec o social media ma ke ing ac i i ies on he b and awa eness o he au onomous Uni e si y
o amaulipas. sO2 measu es he e ec o ma ke ing ac i i ies in social ne wo ks on he b and
image o he au onomous Uni e si y o amaulipas. sO3 analyzes he e ec o ma ke ing ac i i ies
in social ne wo ks on he b and loyal y o he au onomous Uni e si y o amaulipas. illus a ion 2
Illus a ion 2. s uc u al equa ions model.
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