{"_buckets": {"deposit": "85549e1d-0698-463d-830f-86b44262bbb0"}, "_deposit": {"created_by": 20, "id": "8268", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8268"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008268", "sets": []}, "author_link": [], "control_number": "8268", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products  (Khine Soe Tun, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The main objectives of this study are to explore the effect of social media marketing \npractices on customer equity of Kanote and to examine the influence of customer equity on \ntheir loyalty towards Kanote brand. Data analysis is based on both primary data and \nsecondary data sources. Primary data are collected from 307 respondents who are selected \nfrom 100,013 followers of Kanote Facebook page. Secondary data is extracted from \nrelevant text books, international research paper, journals, articles and internet websites. \nThe findings show that among three social media marketing practices of Kanote, content \nmarketing is the most impactful variable to increase all dimensions of customer equity. \nMoreover, promotion campaigns also have significant and positive effect on all types of \ncustomer equity. According to the analysis of the influence of customer equity on customer \nloyalty, all of the customer equities have positively significant effect on customer loyalty. \nAmong them, brand equity is the most impactful one to enhance the customer loyalty. \nTherefore, Kanote should more emphasize on creating brand equity in order to increase \ncustomer loyalty. Moreover, Kanote should apply other social media marketing practices \nin the future in order to build stronger brand equity."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-15"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Khine Soe Tun,MBAII-85, 24th. Bt..pdf", "filesize": [{"value": "936 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 936000.0, "url": {"url": "https://meral.edu.mm/record/8268/files/Khine Soe Tun,MBAII-85, 24th. Bt..pdf"}, "version_id": "17d12f73-09e7-4a2e-95b6-7bd2f78832ec"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Nu Nu Lwin"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Khine Soe Tun"}]}]}, "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": "2022-03-01"}, "item_title": "The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products  (Khine Soe Tun, 2022)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8268", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-15"}, "publish_date": "2022-07-15", "publish_status": "0", "recid": "8268", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products  (Khine Soe Tun, 2022)"], "weko_shared_id": -1}