{"_buckets": {"deposit": "1999a610-44ce-455e-9bf0-ad87175c1756"}, "_deposit": {"created_by": 20, "id": "9729", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9729"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009729", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Social Media Marketing Practices, Customer Brand Engagement And Brand Loyalty Towards Samsung Mobile Phones in Myanmar( Hnin Hlwar Phyu, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study focused on examining social media marketing practices, customer\nbrand engagement, and brand loyalty towards Samsung mobile phones in Myanmar.\nThis study uses both primary and secondary data. By using Taro Yamane formula,\nthere are 399 respondents as the sample size for the study. Respondents are selected\nby using a simple random sampling method. Primary data are collected by using\ngoogle form through online survey questionnaire prepared by 5-point likert scale.\nSecondary data are gathered from textbooks, Internet websites and previous research\npapers. The data is analyzed using descriptive statistics and regression analysis. The\nstudy found that customer brand engagement is positively and significantly affected\nby entertainment, trendiness, advertisement, and E-WOM. However, interaction does\nnot have a significant impact on customer brand engagement. The study also found\nthat customer brand engagement positively and significantly affects brand loyalty.\nSamsung Myanmar should improve its social media presence by monitoring trends,\ndiscovering relevant themes, and working with influencers and bloggers. By using\ndata analytics and audience insights, Samsung Myanmar is able to refine\nadvertisement targeting and personalize content based on user demographics and\nonline behavior."}]}, "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": "HNIN HLWAR PHYU-MMM -8-2nd batch.pdf", "filesize": [{"value": "942 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 942000.0, "url": {"url": "https://meral.edu.mm/record/9729/files/HNIN HLWAR PHYU-MMM -8-2nd batch.pdf"}, "version_id": "235c675c-5015-4063-b22a-4d86063a823d"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Tin Tin Htwe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Hnin Hlwar Phyu"}]}]}, "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 Practices, Customer Brand Engagement And Brand Loyalty Towards Samsung Mobile Phones in Myanmar( Hnin Hlwar Phyu, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9729", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-08-13"}, "publish_date": "2024-08-13", "publish_status": "0", "recid": "9729", "relation": {}, "relation_version_is_last": true, "title": ["Social Media Marketing Practices, Customer Brand Engagement And Brand Loyalty Towards Samsung Mobile Phones in Myanmar( Hnin Hlwar Phyu, 2024)"], "weko_shared_id": -1}