2026-06-10T07:51:49Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008268 2024-06-12T02:12:08Z 1582963436320:1582965660463

The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products (Khine Soe Tun, 2022) Khine Soe Tun The main objectives of this study are to explore the effect of social media marketing practices on customer equity of Kanote and to examine the influence of customer equity on their loyalty towards Kanote brand. Data analysis is based on both primary data and secondary data sources. Primary data are collected from 307 respondents who are selected from 100,013 followers of Kanote Facebook page. Secondary data is extracted from relevant text books, international research paper, journals, articles and internet websites. The findings show that among three social media marketing practices of Kanote, content marketing is the most impactful variable to increase all dimensions of customer equity. Moreover, promotion campaigns also have significant and positive effect on all types of customer equity. According to the analysis of the influence of customer equity on customer loyalty, all of the customer equities have positively significant effect on customer loyalty. Among them, brand equity is the most impactful one to enhance the customer loyalty. Therefore, Kanote should more emphasize on creating brand equity in order to increase customer loyalty. Moreover, Kanote should apply other social media marketing practices in the future in order to build stronger brand equity. 2022-03-01 https://meral.edu.mm/records/8268