{"_buckets": {"deposit": "f28b1e7a-241a-4543-b809-b86220e6820c"}, "_deposit": {"id": "2778", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "2778"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/2778", "sets": ["user-yueco"]}, "communities": ["yueco"], "control_number": "2778", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study intends to identify the effect of social media marketing practices on\r\nbrand trust and to analyze the effect of brand trust on brand loyalty. This study is\r\nconducted through a structured questionnaire with 384 respondents who are following\r\nHuawei Myanmar Facebook page. The study found that most of the customers have\r\npositive attitude on social media marketing practices in general. Social media marketing\r\npractices have strong effect on the brand trust and it leads to customer loyalty on Huawei\r\nsmartphones. Entertainment, interaction, trendiness and customizations have significant\r\neffect on credibility dimension of brand trust. While trendiness and customization have\r\nsignificant effect on integrity. Interaction, trendiness and customization have impact on\r\nbenevolence dimension of brand trust. All three variables of brand trust have significantly\r\naffected brand loyalty. The result of study indicates that the customer trust has an impact\r\non the customer loyalty of Huawei smartphones."}]}, "item_1583103108160": {"attribute_name": "Keywords"}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2020-05-05"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Zarni Lyn (MBA - 37).pdf", "filesize": [{"value": "920 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 920000.0, "url": {"url": "https://meral.edu.mm/record/2778/files/Zarni Lyn (MBA - 37).pdf"}, "version_id": "48d4738e-062e-44c4-b3aa-7785ffeccdff"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583103147082": {"attribute_name": "Conference papaers", "attribute_value_mlt": [{}]}, "item_1583103211336": {"attribute_name": "Books/reports/chapters", "attribute_value_mlt": [{}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_supervisor(s)": []}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Zarni Lyn (MBA - 37)"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2019-12"}, "item_1583159847033": {"attribute_name": "Identifier", "attribute_value": "https://ecor.yueco.edu.mm/handle/123456789/973"}, "item_title": "THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002778", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "2778", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR"], "weko_shared_id": -1}