MERAL Myanmar Education Research and Learning Portal
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The Effect of Social Media Marketing on Consumer Buying Behavior Towards 100 Plus Soft Drink (Hsu Thel Latt, 2022)
https://meral.edu.mm/records/8624
https://meral.edu.mm/records/86244611b321-eac6-4935-8d09-6ccc2abcb285
56a04f1b-6ee1-4561-bffc-fc1dd7b2e534
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Title | ||||||
Title | The Effect of Social Media Marketing on Consumer Buying Behavior Towards 100 Plus Soft Drink (Hsu Thel Latt, 2022) | |||||
Language | en | |||||
Publication date | 2022-10-01 | |||||
Authors | ||||||
Hsu Thel Latt | ||||||
Description | ||||||
The objectives of this study are to examine the effect of social media marketing on brand equity and customer engagement and to examine the effect of brand equity and customer engagement on consumer buying behavior towards 100Plus Soft Drink. Analytical and descriptive research methods are used to achieve the objectives. Systematic sampling method is used to select every 5th consumer entering to 100 Plus soft drink Facebook Messenger. There are about 1,000 customers who are sending message to 100Plus Facebook messenger daily. 10 days survey was conducted to collect the primary data by using structured questionnaire. Data collection period was during August, 2022. Primary data are collected from 250 consumers of 100Plus. Secondary data are collected from relevant textbooks, research papers, and internet websites. Descriptive statistics and multiple regression analysis are used to analyze the collected data. According to the multiple regression analysis, entertainment, customization, eWOM have significant and positive effect on Brand equity and customer engagement. Brand equity and customer engagement have significant and positive effect on consumer buying behavior. This study suggests that manager should explore digital marketing channel like website marketing, pay per click advertising, email marketing, sms marketing, electronic billboard, google ads. It can be reached in a cost-effective and measurable way. Through digital marketing, brand can interact with customer increasing brand loyalty and driving online sale. |
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Thesis/dissertations | ||||||
Yangon Universit of Economics | ||||||
Dr. Than Thu Zar |