Social Media Strategies and Students' Satisfaction at Egyptian Universities

Nasser Fathi Easa
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Nasser Fathi Easa: Alexandria University, Alexandria, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2019, vol. 10, issue 1, 1-16

Abstract: This article aims to investigate the impact of social media strategies on student satisfaction at Egyptian universities. The research employed four social media strategies (the Predictive Practitioner, Creative Experimenter, Social Media Champion and Social Media Transformer). A survey was posted to students Facebook groups in different universities. 530 students from the universities of Alexandria, Tanta Damanhour, Kafrelsheikh, Damietta, and Suez responded to the survey. It was noted that Facebook was the most common social media platform used. The Predictive Practitioner, Creative Experimenter, and Social Media Champion strategies were not clearly implemented, as opposed to the Social Media Transformer. It was noted that there was a lack of satisfaction of students with the information reliability, responsiveness and privacy faculties unusually posted on Facebook. It has been found that the four social media strategies account for positively influencing student satisfaction at Egyptian universities.

Date: 2019
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