{"_buckets": {"deposit": "c0fdd9f5-efbf-4ec9-9d75-f5ff21b4a7ae"}, "_deposit": {"created_by": 20, "id": "11974", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11974"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011974", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Social Media Marketing Practices, Consumer Purchase Intention and Purchase Decision Towards the Myst Perfume in Yangon ( Mya Htay Tin, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study examines the influence of social media marketing practices on \nconsumer purchase intention and the subsequent effect on purchase decision regarding \nMyst Perfume. Social media marketing practices are information, interaction, \ntrendiness, advertisements, and electronic word-of-mouth (E-WOM). Quantitative \nresearch method is used in this study. Primary data were collected through a structured \nquestionnaire administered to 278 active users. The analysis reveals that all five \ndimensions of social media marketing have a significant and positive effect on \nconsumer purchase intention, with E-WOM identified as the most influential factor. \nTrendiness and Advertisements also contribute substantially, reflecting consumers’ \npreference for brands that stay relevant to current social media trends and employ \nvisually appealing, targeted advertising strategies. Furthermore, the study finds that \ninformation, interaction, trendiness, advertisement and E-WOM have above the \nsomewhat level effect of purchase intention. Purchase intention has high level of effect \nof purchase decision. Based on these results, Myst Perfume has encouraged to focus on \nstrengthening E-WOM campaigns and enhancing trend-based content, while \nmaintaining provided information awareness advertisements and interactive \nengagement with followers. These strategic priorities will likely boost consumer \nengagement, elevate purchase intentions, and drive actual purchase behavior."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-22"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "MYA HTAY TIN,, MMM-21 (3rd Batch).pdf", "filesize": [{"value": "948 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 948000.0, "url": {"url": "https://meral.edu.mm/record/11974/files/MYA HTAY TIN,, MMM-21 (3rd Batch).pdf"}, "version_id": "638ea519-6328-44d8-b55a-f8850c34b5a0"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Mya Htay Tin"}]}]}, "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": "2025-06-01"}, "item_title": "Social Media Marketing Practices, Consumer Purchase Intention and Purchase Decision Towards the Myst Perfume in Yangon ( Mya Htay Tin, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11974", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-22"}, "publish_date": "2025-10-22", "publish_status": "0", "recid": "11974", "relation": {}, "relation_version_is_last": true, "title": ["Social Media Marketing Practices, Consumer Purchase Intention and Purchase Decision Towards the Myst Perfume in Yangon ( Mya Htay Tin, 2025)"], "weko_shared_id": -1}