{"_buckets": {"deposit": "2721666e-3176-4f9f-89eb-e79269e996d4"}, "_deposit": {"created_by": 20, "id": "8514", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8514"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008514"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Social Media Marketing Activities, Brand Equity and Customer Trust in KBZ Bank", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The aim of this research is to examine the social media marketing activities,\nbrand equity and customer trust in KBZ Bank. In addition, it has been aimed to analyze\nthe effect of brand equity on customer trust in this research. The research used the\ndescriptive method to explore the influencing factors of social media marketing. The\nprimary data was collected via online questionnaires shared on social media from 384\nrespondents of KBZ Bank’s products with applying simple random sampling method.\nThe framework of the research has five influencing factors in term of entertainment,\ninteraction, trendiness, advertisement and e-word of mouth. As a result of the analysis,\ninteraction, advertisement and e-word of mouth factors have been found as significant\non brand equity. In addition, it has been found out that brand equity has a significant\neffect on customer trust. However, the entertainment and trendiness factors were not\nsignificant on brand equity. The findings suggested that social media marketing\nactivities adopted by KBZ Bank should focus on the entertainment and trendiness\nfactors. Moreover, KBZ Bank need to focusing and investing more on the social media\nmarketing since it is cost effective and the bank resist longer with great marketing\nefforts in this banking industry. This study contributes more towards the performance\noutcome of the organizational and thus achieve the strategic goal of the KBZ Bank."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-12-24"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Sandi Chit Su Win, Roll No.60, MBF(Day) 2nd Batch, 21-10-2022.pdf", "filesize": [{"value": "552 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 552000.0, "url": {"url": "https://meral.edu.mm/record/8514/files/Sandi Chit Su Win, Roll No.60, MBF(Day) 2nd Batch, 21-10-2022.pdf"}, "version_id": "b9949266-e1dc-4843-a333-ecd0f3c1f298"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Tin Tin Htwe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Sandi Chit Su Win"}]}]}, "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": "2022-10-01"}, "item_title": "Social Media Marketing Activities, Brand Equity and Customer Trust in KBZ Bank", "item_type_id": "21", "owner": "20", "path": ["1582965701379"], "permalink_uri": "https://meral.edu.mm/records/8514", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-12-24"}, "publish_date": "2022-12-24", "publish_status": "0", "recid": "8514", "relation": {}, "relation_version_is_last": true, "title": ["Social Media Marketing Activities, Brand Equity and Customer Trust in KBZ Bank"], "weko_shared_id": -1}