{"_buckets": {"deposit": "998427f6-bd6c-4582-a7ed-2537f1379c9d"}, "_deposit": {"created_by": 20, "id": "8624", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8624"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008624"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Social Media Marketing on Consumer Buying Behavior Towards 100 Plus Soft Drink", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of this study are to examine the effect of social media\nmarketing on brand equity and customer engagement and to examine the effect of brand\nequity and customer engagement on consumer buying behavior towards 100Plus Soft\nDrink. Analytical and descriptive research methods are used to achieve the objectives.\nSystematic sampling method is used to select every 5th consumer entering to 100 Plus\nsoft drink Facebook Messenger. There are about 1,000 customers who are sending\nmessage to 100Plus Facebook messenger daily. 10 days survey was conducted to collect\nthe primary data by using structured questionnaire. Data collection period was during\nAugust, 2022. Primary data are collected from 250 consumers of 100Plus. Secondary data\nare collected from relevant textbooks, research papers, and internet websites. Descriptive\nstatistics and multiple regression analysis are used to analyze the collected data.\nAccording to the multiple regression analysis, entertainment, customization, eWOM have\nsignificant and positive effect on Brand equity and customer engagement. Brand equity\nand customer engagement have significant and positive effect on consumer buying\nbehavior. This study suggests that manager should explore digital marketing channel like\nwebsite marketing, pay per click advertising, email marketing, sms marketing, electronic\nbillboard, google ads. It can be reached in a cost-effective and measurable way. Through\ndigital marketing, brand can interact with customer increasing brand loyalty and driving\nonline sale."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-01-02"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Hsu Thel Latt, EMBA-14( 18th Batch NPT ), 28-10-22.pdf", "filesize": [{"value": "1.5 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1500000.0, "url": {"url": "https://meral.edu.mm/record/8624/files/Hsu Thel Latt, EMBA-14( 18th Batch NPT ), 28-10-22.pdf"}, "version_id": "7f94bac3-7ba1-4f22-b5d9-4fba866f6ce9"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon Universit of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Than Thu Zar"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Hsu Thel Latt"}]}]}, "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": "The Effect of Social Media Marketing on Consumer Buying Behavior Towards 100 Plus Soft Drink", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8624", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-01-02"}, "publish_date": "2023-01-02", "publish_status": "0", "recid": "8624", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Social Media Marketing on Consumer Buying Behavior Towards 100 Plus Soft Drink"], "weko_shared_id": -1}