2026-08-26T13:56:26Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009725 2024-08-13T06:41:30Z 1582963436320 1582963436320:1698989833663

Social Media Marketing Activites, Brand Image And Brand Loyalty of The Mix by Su Local Skincare Brand(Myint Myat Thu, 2024) Myint Myat Thu The primary objectives of this study are to identify social media marketing activities of The Mix By Su Local Skincare Brand, to analyze the effect of social media marketing activities on brand image and to examine the effect of brand image on brand loyalty towards The Mix By Su Local Skincare Brand. In order to accomplish the stated objectives, quantitative research method was used. A sample size of 396 customers of The Mix By Su was picked from a population of 39,600 using a simple random sampling method to collect primary data with a structured questionnaire using a 5-point Likert scale. Secondary data was acquired from academic sources, such as academic publications, research papers, reports and documents from relevant company, and marketing textbooks. The findings of the multiple regression analysis revealed variables such as informativeness, interactivity and electronic word of mouth have a positive effect on brand image of The Mix By Su. The variable of trendiness does not have a significant effect on brand image and the variable of entertainment shows reverse effect on brand image of The Mix By Su. Furthermore, the findings of the study indicated that brand image exerts a significant positive influence on brand loyalty of The Mix By Su. Therefore, it is recommended that The Mix By Su to persist in upholding its informativeness by improving and optimizing the efficacy of these already-existing informativeness initiatives, interactivity by using AI and sophisticated data analytics to acquire a deeper understanding of consumer behavior and preferences in order to maximize interaction efforts even more and maintain the brand image, and electronic word of mouth by encouraging satisfied customers to share more their experiences on social media. Additionally, while trendiness is no impactful, it is recommended that The Mix By Su to prioritize quality and efficacy over short-term trends to differentiate it as a reliable local skincare brand. Lastly, it is recommended that The Mix By Su to align entertainment activities with the values of brand to enhance brand image. 2024-06-01 https://meral.edu.mm/records/9725