MERAL Myanmar Education Research and Learning Portal
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Social Media Marketing Practices, Customer Brand Engagement And Brand Loyalty Towards Samsung Mobile Phones in Myanmar( Hnin Hlwar Phyu, 2024)
https://meral.edu.mm/records/9729
https://meral.edu.mm/records/972923438c65-0232-488b-af9d-697a7344e356
1999a610-44ce-455e-9bf0-ad87175c1756
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HNIN HLWAR PHYU-MMM -8-2nd batch.pdf (942 KB)
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Title | ||||||
Title | Social Media Marketing Practices, Customer Brand Engagement And Brand Loyalty Towards Samsung Mobile Phones in Myanmar( Hnin Hlwar Phyu, 2024) | |||||
Language | en | |||||
Publication date | 2024-06-01 | |||||
Authors | ||||||
Hnin Hlwar Phyu | ||||||
Description | ||||||
This study focused on examining social media marketing practices, customer brand engagement, and brand loyalty towards Samsung mobile phones in Myanmar. This study uses both primary and secondary data. By using Taro Yamane formula, there are 399 respondents as the sample size for the study. Respondents are selected by using a simple random sampling method. Primary data are collected by using google form through online survey questionnaire prepared by 5-point likert scale. Secondary data are gathered from textbooks, Internet websites and previous research papers. The data is analyzed using descriptive statistics and regression analysis. The study found that customer brand engagement is positively and significantly affected by entertainment, trendiness, advertisement, and E-WOM. However, interaction does not have a significant impact on customer brand engagement. The study also found that customer brand engagement positively and significantly affects brand loyalty. Samsung Myanmar should improve its social media presence by monitoring trends, discovering relevant themes, and working with influencers and bloggers. By using data analytics and audience insights, Samsung Myanmar is able to refine advertisement targeting and personalize content based on user demographics and online behavior. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Prof. Dr. Tin Tin Htwe |