{"_buckets": {"deposit": "7fe7ed7c-e49f-4835-a295-567400f35fa0"}, "_deposit": {"created_by": 20, "id": "8293", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8293"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008293"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Social Media Marketing on Brand Equity of Myanmar Cosmetics", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "Social media marketing has become an indispensable tool for promoting customer engagement and brand equity of products with the advent of the internet. This study focused on six well-known Myanmar cosmetic brands and examined the effects of social media marketing, and customer brand engagement on brand equity of Myanmar cosmetic brands. It also investigated the mediation effect of customer brand engagement on the links between social media marketing and brand equity of Myanmar cosmetics. Both qualitative and qualitative methods were applied. In a qualitative method, sales managers and managers of cosmetics brands were carried out in-depth interviews. In a quantitative method, the survey data were collected from 514 shoppers visiting seven shopping malls located in Yangon on the weekends during January, 2020 and January 2021, by questionnaires using 3 in 1 systematic sampling method. The multiple linear regression and path analysis were used to analyse quantitative data. In investigating brand equity, this study used the CBBE model. The findings indicated that except word of mouth, social media advertising, social media sale promotion and interactive marketing have a positive and significant effect on the customer brand engagement of Myanmar cosmetics. The elements of customer brand engagement such as emotion, cognition, and intentional behaviour have partial mediation effects on brand equity of Myanmar cosmetics. When investigating the effects of social media marketing to each element of brand equity, only social media word-of-mouth shows no significant effect on any element of brand equity. Likewise, social media sale promotion does not also show a positive and significant effect on perceived quality and brand loyalty. The findings indicate that overall customer brand engagement serves a partial mediator between overall social media marketing and overall brand equity. Each element of customer brand engagement such as emotion, cognition, intentional behaviour shows a partial mediator between overall social media marketing and overall brand equity, thereby suggesting an intervening role played by customer brand engagement in translating the costly social media marketing tools into brand equity of Myanmar cosmetics brand. Brand managers of Myanmar cosmetics brands are suggested to develop an effective social media marketing to enhance brand equity. Also, marketers need to design effective social media marketing practices such as advertising, promotion and interactive marketing because proper implementation of these practices can improve customer brand engagement and then create high brand equity."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-30"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Cho Mar Lwin, PhD.Za-5.pdf", "filesize": [{"value": "2.8 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 2800000.0, "url": {"url": "https://meral.edu.mm/record/8293/files/Cho Mar Lwin, PhD.Za-5.pdf"}, "version_id": "41a95a55-97d2-4dff-9fc5-536b2636e3c8"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Daw Soe Thu"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Cho Mar Lwin"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-07-01"}, "item_title": "The Effect of Social Media Marketing on Brand Equity of Myanmar Cosmetics", "item_type_id": "21", "owner": "20", "path": ["1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8293", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-30"}, "publish_date": "2022-07-30", "publish_status": "0", "recid": "8293", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Social Media Marketing on Brand Equity of Myanmar Cosmetics"], "weko_shared_id": -1}