MERAL Myanmar Education Research and Learning Portal
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Social Media Marketing Activities, Brand Equity and Customer Trust in KBZ Bank
https://meral.edu.mm/records/8514
https://meral.edu.mm/records/8514e9cebbbb-6deb-4494-8117-14bf2b2a5f43
2721666e-3176-4f9f-89eb-e79269e996d4
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Sandi Chit Su Win, Roll No.60, MBF(Day) 2nd Batch, 21-10-2022.pdf (552 KB)
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Title | Social Media Marketing Activities, Brand Equity and Customer Trust in KBZ Bank | |||||
Language | en | |||||
Publication date | 2022-10-01 | |||||
Authors | ||||||
Sandi Chit Su Win | ||||||
Description | ||||||
The aim of this research is to examine the social media marketing activities, brand equity and customer trust in KBZ Bank. In addition, it has been aimed to analyze the effect of brand equity on customer trust in this research. The research used the descriptive method to explore the influencing factors of social media marketing. The primary data was collected via online questionnaires shared on social media from 384 respondents of KBZ Bank’s products with applying simple random sampling method. The framework of the research has five influencing factors in term of entertainment, interaction, trendiness, advertisement and e-word of mouth. As a result of the analysis, interaction, advertisement and e-word of mouth factors have been found as significant on brand equity. In addition, it has been found out that brand equity has a significant effect on customer trust. However, the entertainment and trendiness factors were not significant on brand equity. The findings suggested that social media marketing activities adopted by KBZ Bank should focus on the entertainment and trendiness factors. Moreover, KBZ Bank need to focusing and investing more on the social media marketing since it is cost effective and the bank resist longer with great marketing efforts in this banking industry. This study contributes more towards the performance outcome of the organizational and thus achieve the strategic goal of the KBZ Bank. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Tin Tin Htwe |