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Item

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The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products (Khine Soe Tun, 2022)

https://meral.edu.mm/records/8268
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85549e1d-0698-463d-830f-86b44262bbb0
None
Name / File License Actions
Khine Khine Soe Tun,MBAII-85, 24th. Bt..pdf (936 KB)
Publication type
Thesis
Upload type
Other
Title
Title The Effect of Social Media Marketing on Customer Equity and Customer Loyalty on Kanote Phone Cover Products (Khine Soe Tun, 2022)
Language en
Publication date 2022-03-01
Authors
Khine Soe Tun
Description
The main objectives of this study are to explore the effect of social media marketing
practices on customer equity of Kanote and to examine the influence of customer equity on
their loyalty towards Kanote brand. Data analysis is based on both primary data and
secondary data sources. Primary data are collected from 307 respondents who are selected
from 100,013 followers of Kanote Facebook page. Secondary data is extracted from
relevant text books, international research paper, journals, articles and internet websites.
The findings show that among three social media marketing practices of Kanote, content
marketing is the most impactful variable to increase all dimensions of customer equity.
Moreover, promotion campaigns also have significant and positive effect on all types of
customer equity. According to the analysis of the influence of customer equity on customer
loyalty, all of the customer equities have positively significant effect on customer loyalty.
Among them, brand equity is the most impactful one to enhance the customer loyalty.
Therefore, Kanote should more emphasize on creating brand equity in order to increase
customer loyalty. Moreover, Kanote should apply other social media marketing practices
in the future in order to build stronger brand equity.
Thesis/dissertations
Yangon University of Economics
Dr. Nu Nu Lwin
470
138
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