{"_buckets": {"deposit": "2933c3a3-d012-4914-b6a4-ca76aff46b4e"}, "_deposit": {"created_by": 20, "id": "9725", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9725"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009725", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Social Media Marketing Activites, Brand Image And Brand Loyalty of The Mix by Su Local Skincare Brand(Myint Myat Thu, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The primary objectives of this study are to identify social media marketing\nactivities of The Mix By Su Local Skincare Brand, to analyze the effect of social media\nmarketing activities on brand image and to examine the effect of brand image on brand\nloyalty towards The Mix By Su Local Skincare Brand. In order to accomplish the stated\nobjectives, quantitative research method was used. A sample size of 396 customers of\nThe Mix By Su was picked from a population of 39,600 using a simple random\nsampling method to collect primary data with a structured questionnaire using a 5-point\nLikert scale. Secondary data was acquired from academic sources, such as academic\npublications, research papers, reports and documents from relevant company, and\nmarketing textbooks. The findings of the multiple regression analysis revealed variables\nsuch as informativeness, interactivity and electronic word of mouth have a positive\neffect on brand image of The Mix By Su. The variable of trendiness does not have a\nsignificant effect on brand image and the variable of entertainment shows reverse effect\non brand image of The Mix By Su. Furthermore, the findings of the study indicated that\nbrand image exerts a significant positive influence on brand loyalty of The Mix By Su.\nTherefore, it is recommended that The Mix By Su to persist in upholding its\ninformativeness by improving and optimizing the efficacy of these already-existing\ninformativeness initiatives, interactivity by using AI and sophisticated data analytics to\nacquire a deeper understanding of consumer behavior and preferences in order to\nmaximize interaction efforts even more and maintain the brand image, and electronic\nword of mouth by encouraging satisfied customers to share more their experiences on\nsocial media. Additionally, while trendiness is no impactful, it is recommended that\nThe Mix By Su to prioritize quality and efficacy over short-term trends to differentiate\nit as a reliable local skincare brand. Lastly, it is recommended that The Mix By Su to\nalign entertainment activities with the values of brand to enhance brand image."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-08-13"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Myint Myat Thu, MMM-65, 1st Batch.pdf", "filesize": [{"value": "521 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 521000.0, "url": {"url": "https://meral.edu.mm/record/9725/files/Myint Myat Thu, MMM-65, 1st Batch.pdf"}, "version_id": "5d031974-553f-411d-af76-57a77c0a539e"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Myint Myat Thu"}]}]}, "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": "Social Media Marketing Activites, Brand Image And Brand Loyalty of The Mix by Su Local Skincare Brand(Myint Myat Thu, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9725", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-08-13"}, "publish_date": "2024-08-13", "publish_status": "0", "recid": "9725", "relation": {}, "relation_version_is_last": true, "title": ["Social Media Marketing Activites, Brand Image And Brand Loyalty of The Mix by Su Local Skincare Brand(Myint Myat Thu, 2024)"], "weko_shared_id": -1}