2026-09-21T08:48:14Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00010583 2025-01-06T07:17:25Z 1582963436320 1582963436320:1707206749823

Social Media Marketing Practices, Brand Equity and Purchase Intention towards FAME Pharmaceuticals (Tin Ko Ko Lin, 2024) Tin Ko Ko Lin The aim of this study is to analyze social media marketing practices, brand equity and purchase intention for FAME Pharmaceuticals products. The study used quantitative research methods. The data is collected from 385 customers who are interested and followed the FAME Pharmaceuticals social media page. A systematic random sampling method is used for the data collection. In this study, descriptive analysis as well as analytical analysis are applied. The finding of the study reveals that entertainment, interaction, electronic word-of-mouth (eWOM), and trendiness have positive and significant effects on the brand equity of FAME Pharmaceuticals. Furthermore, brand equity has a positive and significant effect on purchase intention. Overall, the findings suggest that social media marketing practices have a positive and significant effect on brand equity and then drive purchase intention. According to the study, the Myanmar pharmaceutical industry should focus on employing effective social media marketing practices to enhance brand equity. Additionally, FAME Pharmaceuticals should focus on implementing social media marketing practices such as entertainment, interaction, eWOM, and trendiness, as these contribute to improving brand equity and subsequently driving purchase intention. 2024-10-01 https://meral.edu.mm/records/10583