2024-03-28T19:23:15Z
https://meral.edu.mm/oai
oai:meral.edu.mm:recid/2778
2021-12-13T02:21:46Z
1582963436320:1582965660463
user-yueco
THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR
Zarni Lyn (MBA - 37)
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
http://hdl.handle.net/20.500.12678/0000002778
https://meral.edu.mm/records/2778