Log in
Language:

MERAL Myanmar Education Research and Learning Portal

  • Top
  • Universities
  • Ranking
To
lat lon distance
To

Field does not validate



Index Link

Index Tree

Please input email address.

WEKO

One fine body…

WEKO

One fine body…

Item

{"_buckets": {"deposit": "c4bdc2f8-4dea-4f89-bccf-7c120ba9d745"}, "_deposit": {"id": "2851", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "2851"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/2851", "sets": ["1582965660463", "user-yueco"]}, "communities": ["yueco"], "control_number": "2851", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY OF ESCORT FASHION", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The purposes of this study are to examine the effect of social media marketing activities on customer engagement and to analyze the effect of customer engagement on brand loyalty of Escort Fashion Brand. The data are collected from 303 respondents with structured questionnaires which is designed with five-point Likert scale in Yangon. According to the finding, Interaction and advertisement have a significant effect on all dimensions of customer engagement. Among these five dimensions, it is found out that customization have a positive effect on retention and advocacy and commitment and advocacy is affected by entertainment. It is found out that all dimensions of customer engagement can also have effect on brand loyalty. As a result, the study recommended that Escort Fashion brand should focus on the customer feedback, sharing their experience, brand advertisement and providing new entertainment services for social media marketing activities to boost brand loyalty through customer engagement."}]}, "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": "Pwint Myat Mar (MBA - 38).pdf", "filesize": [{"value": "1647 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 1647000.0, "url": {"url": "https://meral.edu.mm/record/2851/files/Pwint Myat Mar (MBA - 38).pdf"}, "version_id": "1f662481-9c5b-487e-9724-ee21e70b3e39"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Pwint Myat Mar (MBA - 38)"}]}]}, "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/123456789/910"}, "item_title": "EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY OF ESCORT FASHION", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002851", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "2851", "relation": {}, "relation_version_is_last": true, "title": ["EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY OF ESCORT FASHION"], "weko_shared_id": -1}
  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY OF ESCORT FASHION

http://hdl.handle.net/20.500.12678/0000002851
http://hdl.handle.net/20.500.12678/0000002851
18d8ebbf-3273-4177-8a18-fc4f7954bd1a
c4bdc2f8-4dea-4f89-bccf-7c120ba9d745
None
Preview
Name / File License Actions
Pwint Pwint Myat Mar (MBA - 38).pdf (1647 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY OF ESCORT FASHION
Language en
Publication date 2019-12
Authors
Pwint Myat Mar (MBA - 38)
Description
The purposes of this study are to examine the effect of social media marketing activities on customer engagement and to analyze the effect of customer engagement on brand loyalty of Escort Fashion Brand. The data are collected from 303 respondents with structured questionnaires which is designed with five-point Likert scale in Yangon. According to the finding, Interaction and advertisement have a significant effect on all dimensions of customer engagement. Among these five dimensions, it is found out that customization have a positive effect on retention and advocacy and commitment and advocacy is affected by entertainment. It is found out that all dimensions of customer engagement can also have effect on brand loyalty. As a result, the study recommended that Escort Fashion brand should focus on the customer feedback, sharing their experience, brand advertisement and providing new entertainment services for social media marketing activities to boost brand loyalty through customer engagement.
Identifier https://ecor.yueco.edu.mm/handle/123456789/910
Journal articles
Yangon University of Economics
Back
0
0
views
downloads
See details
Views Downloads

Versions

Ver.1 2020-03-23 08:59:25.398979
Show All versions

Share

Mendeley Twitter Facebook Print Addthis

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats
  • JSON

Confirm


Back to MERAL


Back to MERAL