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Kyaukse University
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Meiktila University
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Mohnyin University
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Myanmar Institute of Information Technology
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Myanmar Maritime University
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National Management Degree College
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Naypyitaw State Academy
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Pathein University
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Sagaing University of Education
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Taunggyi University
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Technological University, Hmawbi
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Technological University (Kyaukse)
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Technological University Mandalay
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University of Computer Studies, Mandalay
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University of Computer Studies Maubin
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University of Computer Studies, Meikhtila
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University of Computer Studies, Taungoo
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University of Dental Medicine Mandalay
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University of Dental Medicine, Yangon
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University of Information Technology
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Yangon University of Economics
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Yangon University of Education
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Yangon University of Foreign Languages
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Yezin Agricultural University
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New Index
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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
http://hdl.handle.net/20.500.12678/000000277830f7560e-7aad-461a-9e43-0718cbcbec78
ff0f07f6-4c1e-44bf-9835-7d1c09a89364
Name / File | License | Actions |
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Publication type | ||||||
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Thesis | ||||||
Upload type | ||||||
Other | ||||||
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. |
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Journal articles | ||||||
Yangon University of Economics | ||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Sanda Win |