{"_buckets": {"deposit": "395d991f-adbc-4b28-a3bf-60c42424621f"}, "_deposit": {"created_by": 20, "id": "11989", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11989"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011989", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Effect of Digital Marketing Practices on Consumer Buying Behaviour in Breadtalk Products (Kay Thi Kyaw, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to investigate the effect of digital marketing practices on \nconsumer buying behaviour toward BreadTalk products. In this study, digital \nmarketing practices include email marketing, social media marketing, content \nmarketing, and website marketing. A quantitative research method is employed to \nachieve the objective. A sample of 385 respondents, who are consumer of BreadTalk \nand also the followers of the BreadTalk page, is selected using the systematic \nsampling method. According to the multiple regression results, digital marketing \npractices affect consumer buying behaviour toward BreadTalk products. Among the \ndigital marketing practices, website effectiveness shows the highest positive effect on \nconsumer buying behaviour, followed by social media marketing, content marketing, \nand email marketing. BreadTalk Myanmar should enhance its website’s functionality \nand content. Moreover, the website should integrate engaging multimedia content, \nsuch as virtual bakery tours, chef stories, or baking process demonstrations, to \ncomplement content marketing efforts and encourage repeat visits. According to \nobjectives two, it is found that independent variables of Email Marketing, Social \nMedia Marketing, Content Marketing and Website Marketing have above the \nmoderate level of effects on Consumer Buying Behaviours of BreadTalk Myanmar \nProducts."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-24"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Kay Thi Kyaw, MMM II-13, MMM 3rd Batch.pdf", "filesize": [{"value": "727 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 727000.0, "url": {"url": "https://meral.edu.mm/record/11989/files/Kay Thi Kyaw, MMM II-13, MMM 3rd Batch.pdf"}, "version_id": "9953626f-0193-4ea4-83cb-e0e37f2324fa"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Kay Thi Kyaw"}]}]}, "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": "Effect of Digital Marketing Practices on Consumer Buying Behaviour in Breadtalk Products (Kay Thi Kyaw, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11989", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-24"}, "publish_date": "2025-10-24", "publish_status": "0", "recid": "11989", "relation": {}, "relation_version_is_last": true, "title": ["Effect of Digital Marketing Practices on Consumer Buying Behaviour in Breadtalk Products (Kay Thi Kyaw, 2025)"], "weko_shared_id": -1}