{"_buckets": {"deposit": "1be3740f-3c6d-4c80-b18e-991d2f3240ca"}, "_deposit": {"created_by": 20, "id": "10583", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "10583"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00010583", "sets": ["1707206749823", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Social Media Marketing Practices,  Brand Equity and Purchase Intention towards FAME Pharmaceuticals (Tin Ko Ko Lin, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The aim of this study is to analyze social media marketing practices, brand \nequity and purchase intention for FAME Pharmaceuticals products. The study used \nquantitative research methods. The data is collected from 385 customers who are \ninterested and followed the FAME Pharmaceuticals social media page. A systematic \nrandom sampling method is used for the data collection. In this study, descriptive \nanalysis as well as analytical analysis are applied. The finding of the study reveals that \nentertainment, interaction, electronic word-of-mouth (eWOM), and trendiness have \npositive and significant effects on the brand equity of FAME Pharmaceuticals. \nFurthermore, brand equity has a positive and significant effect on purchase intention. \nOverall, the findings suggest that social media marketing practices have a positive and \nsignificant effect on brand equity and then drive purchase intention. According to the \nstudy, the Myanmar pharmaceutical industry should focus on employing effective \nsocial media marketing practices to enhance brand equity. Additionally, FAME \nPharmaceuticals should focus on implementing social media marketing practices such \nas entertainment, interaction, eWOM, and trendiness, as these contribute to improving \nbrand equity and subsequently driving purchase intention."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-01-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Tin Ko Ko Lin, MCom II - 6.pdf", "filesize": [{"value": "603 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 603000.0, "url": {"url": "https://meral.edu.mm/record/10583/files/Tin Ko Ko Lin, MCom II - 6.pdf"}, "version_id": "3402209e-4811-4fb9-b093-0b3a6ad186eb"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Phu Pwint Nyo Win Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Tin Ko Ko Lin"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2024-10-01"}, "item_title": "Social Media Marketing Practices,  Brand Equity and Purchase Intention towards FAME Pharmaceuticals (Tin Ko Ko Lin, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1707206749823"], "permalink_uri": "https://meral.edu.mm/records/10583", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-01-06"}, "publish_date": "2025-01-06", "publish_status": "0", "recid": "10583", "relation": {}, "relation_version_is_last": true, "title": ["Social Media Marketing Practices,  Brand Equity and Purchase Intention towards FAME Pharmaceuticals (Tin Ko Ko Lin, 2024)"], "weko_shared_id": -1}