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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR

http://hdl.handle.net/20.500.12678/0000002778
http://hdl.handle.net/20.500.12678/0000002778
30f7560e-7aad-461a-9e43-0718cbcbec78
f28b1e7a-241a-4543-b809-b86220e6820c
None
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Zarni Zarni Lyn (MBA - 37).pdf (920 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF SOCIAL MEDIA MARKETING PRACTICES ON BRAND LOYALTY OF HUAWEI SMARTPHONES IN MYANMAR
Language en
Publication date 2019-12
Authors
Zarni Lyn (MBA - 37)
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.
Identifier https://ecor.yueco.edu.mm/handle/123456789/973
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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