{"_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}