{"_buckets": {"deposit": "a288a43d-d85d-4d5d-8150-037d2721eb9a"}, "_deposit": {"created_by": 20, "id": "9688", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9688"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009688", "sets": ["1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Social Media Marketing Activities on Consumer Purchase Intention of Ninja Van Myanmar ( Thiri Myat Noe, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of the study are to analyze the effect of social media marketing activities on consumer purchase intention and to analyze the indirect effect of social media marketing activities on consumer purchase intention of Ninja Van Myanmar through customer trust as the mediator. In this study, the population is unknown. By using the Raosoft sample size calculator, the sample size is 377. This study uses both primary and secondary data. This study employs online survey method to gather primary data through a structured questionnaire. Systematic sampling method is used in order to collect the primary data from the 5th individuals who are contacting Ninja Van Myanmar\u0027s facebook messenger for inquiries about their services in March 2024. Secondary data are gathered from academic journals, academic websites, and research papers. Descriptive statistics and regression analysis are used to analyze the data. According to multiple regression analysis, the study found that entertainment, interaction, trendiness, advertisement, eWOM, and customization have significant and positive effect on consumer purchase intention. According to the result of the Sobel test, a mediation of customer trust is found in the relationship between all social media marketing activities and consumer purchase intention of Ninja Van Myanmar. The research highlights the importance of building entertainment, interaction, trendiness, advertisement, eWOM and customization to boost social media marketing activities, customer trust and ultimately, consumer purchase intention. This study suggests that Ninja Van Myanmar should collaborate with influencers who align with the company’s values and mission to increase its social media influence and attract new customers."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-08-02"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Thiri Myat Noe, MBA II-29, 26th Batch.pdf", "filesize": [{"value": "1016 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1016000.0, "url": {"url": "https://meral.edu.mm/record/9688/files/Thiri Myat Noe, MBA II-29, 26th Batch.pdf"}, "version_id": "fb76d0e3-ee58-4a99-b2f7-57708dec14dd"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Than Thu Zar"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thiri Myat Noe"}]}]}, "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": "2024-06-01"}, "item_title": "The Effect of Social Media Marketing Activities on Consumer Purchase Intention of Ninja Van Myanmar ( Thiri Myat Noe, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/9688", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-08-02"}, "publish_date": "2024-08-02", "publish_status": "0", "recid": "9688", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Social Media Marketing Activities on Consumer Purchase Intention of Ninja Van Myanmar ( Thiri Myat Noe, 2024)"], "weko_shared_id": -1}