2026-05-13T17:47:44Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/2778 2024-05-28T07:43:20Z 1582963436320:1582965660463 user-yueco

THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR (Zarni Lyn, 2019) Zarni Lyn This study intends to identify the effect of social media marketing practices on brand trust and to analyze the effect of brand trust on brand loyalty. This study is conducted through a structured questionnaire with 384 respondents who are following Huawei Myanmar Facebook page. The study found that most of the customers have positive attitude on social media marketing practices in general. Social media marketing practices have strong effect on the brand trust and it leads to customer loyalty on Huawei smartphones. Entertainment, interaction, trendiness and customizations have significant effect on credibility dimension of brand trust. While trendiness and customization have significant effect on integrity. Interaction, trendiness and customization have impact on benevolence dimension of brand trust. All three variables of brand trust have significantly affected brand loyalty. The result of study indicates that the customer trust has an impact on the customer loyalty of Huawei smartphones. 2019-12-01 http://hdl.handle.net/20.500.12678/0000002778 https://meral.edu.mm/records/2778