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Item

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THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR (Zarni Lyn, 2019)

http://hdl.handle.net/20.500.12678/0000002778
30f7560e-7aad-461a-9e43-0718cbcbec78
ff0f07f6-4c1e-44bf-9835-7d1c09a89364
None
Name / File License Actions
Zarni Zarni Lyn (MBA - 37).pdf (920 Kb)
Publication type
Thesis
Upload type
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Title
Title THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR (Zarni Lyn, 2019)
Language en
Publication date 2019-12-01
Authors
Zarni Lyn
Description
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.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr. Sanda Win
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0
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