2026-05-04T08:49:59Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008234 2024-09-05T08:52:51Z 1582963436320:1582965660463

The Effect of Social Media Marketing Activities on Brand Equity and Purchase Intention Towards Sebamed Skin Care Products (Theint Hnin Mon, 2022) Theint Hnin Mon The purpose of this research is to determine the impact of digital marketing plans on Sebamed skin care product brand equity, as well as the impact of brand equity on purchase intention. To attain the aforesaid goals, expressive and analytical research methodologies are applied. This study makes use of both primary and secondary data. A basic random sampling approach is used to pick respondents. Primary data was acquired utilizing structured questionnaires with a 5-point Likert scale from 269 Sebamed product clients out of 29,900 Sebamed Myanmar Facebook page followers. Secondary data is drawn from textbooks, prior research articles, and Sebamed reports. All digital marketing initiatives have a considerable positive effect on brand value, according to the findings. Promotion is the most important determinant of the value of the brand among those digital marketing actions. Brand equity of Sebamed skin care products is positively correlated with personalization, upgrade, and social impact. Brand value has a robust beneficial impression on consumers' purchase purpose, according to the regression results. Sebamed should maintain its existing online digital campaign and improve its page in order to reach more client segments, as well as cooperate with associate promotions. Product line could be provided in terms of Myanmar’s most common skin ailments. Beauty bloggers conclusively and celebrities should be invited to participate in Sebamed’s digital advertisement efforts on Telegram, Twitter and brand’s own website. 2022-04-01 https://meral.edu.mm/records/8234