2026-10-25T10:56:09Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011963 2025-10-15T08:59:04Z 1582963436320 1582963436320:1698989833663

Digital Marketing Practices, Brand Awareness and Brand Loyalty at Alpine (Thet Oo Khin, 2025) Thet Oo Khin This study investigates the effect of digital marketing practices on brand awareness and brand loyalty toward Alpine Purified Drinking Water in Yangon. Focusing on five key digital marketing dimensions social media marketing, content marketing, email marketing, online advertising, and pay-per-click (PPC) marketing the research adopts a quantitative approach using structured questionnaires administered to 385 respondents. Data were analyzed using descriptive statistics, correlation analysis, and regression techniques. The results indicate that all five digital marketing practices have a significant positive relationship with brand awareness, with social media marketing followed by content findings. Furthermore, a strong positive relationship was found between brand awareness and brand loyalty, confirming that increased visibility and engagement lead to greater consumer commitment. Based on the findings of Objective two, it is found that all of digital marketing practices have somewhat level of effects on brand awareness at Alpine. According to the objective three, it can be stated that regression analysis of brand awareness has approximately moderate level of effect on brand loyalty. The findings highlight the effectiveness of Alpine’s digital marketing strategies in enhancing its brand presence and fostering customer loyalty in a competitive urban market. This study offers practical insights for marketers and brand managers in the purified water industry and provides a foundation for future research into consumer behavior and digital branding strategies. 2025-06-01 https://meral.edu.mm/records/11963