{"_buckets": {"deposit": "871d8d56-6244-43f6-9b4e-d5e4f88114e4"}, "_deposit": {"created_by": 20, "id": "8234", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8234"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008234", "sets": []}, "author_link": [], "control_number": "8234", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Social Media Marketing Activities on Brand Equity and Purchase Intention Towards Sebamed Skin Care Products (Theint Hnin Mon, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The purpose of this research is to determine the impact of digital marketing plans \non Sebamed skin care product brand equity, as well as the impact of brand equity on \npurchase intention. To attain the aforesaid goals, expressive and analytical research \nmethodologies are applied. This study makes use of both primary and secondary data. A \nbasic random sampling approach is used to pick respondents. Primary data was acquired \nutilizing structured questionnaires with a 5-point Likert scale from 269 Sebamed product \nclients out of 29,900 Sebamed Myanmar Facebook page followers. Secondary data is \ndrawn from textbooks, prior research articles, and Sebamed reports. All digital marketing \ninitiatives have a considerable positive effect on brand value, according to the findings. \nPromotion is the most important determinant of the value of the brand among those digital \nmarketing actions. Brand equity of Sebamed skin care products is positively correlated with \npersonalization, upgrade, and social impact. Brand value has a robust beneficial impression \non consumers\u0027 purchase purpose, according to the regression results. Sebamed should \nmaintain its existing online digital campaign and improve its page in order to reach more \nclient segments, as well as cooperate with associate promotions. Product line could be \nprovided in terms of Myanmar’s most common skin ailments. Beauty bloggers \nconclusively and celebrities should be invited to participate in Sebamed’s digital \nadvertisement efforts on Telegram, Twitter and brand’s own website."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Theint Hnin Mon,Roll No.46, 17th Bt..pdf", "filesize": [{"value": "1.3 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1300000.0, "url": {"url": "https://meral.edu.mm/record/8234/files/Theint Hnin Mon,Roll No.46, 17th Bt..pdf"}, "version_id": "578094ec-1c4f-4ecc-bf44-6695d689fb12"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Yan Yan Myo Naing"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Theint Hnin Mon"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-04-01"}, "item_title": "The Effect of Social Media Marketing Activities on Brand Equity and Purchase Intention Towards Sebamed Skin Care Products (Theint Hnin Mon, 2022)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8234", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-10"}, "publish_date": "2022-07-10", "publish_status": "0", "recid": "8234", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Social Media Marketing Activities on Brand Equity and Purchase Intention Towards Sebamed Skin Care Products (Theint Hnin Mon, 2022)"], "weko_shared_id": -1}