Assessing marketing communication effectiveness at universities in the digital era: An empirical study at University of Finance and Accountancy

This study aims to assess the effectiveness of marketing communication activities at universities in the digital era. In the empirical study, the data were collected from 396 students studying courses at the University of Finance and Accountancy (UFA). The data were analyzed descriptively. The dependent variables included Aware, Appeal, Ask, Action, and Advocate (5A). The data were calculated using Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR).