The factors that influences social media marketing on consumers’ brand loyalty / Fatin Asfea Zaludin

Zaludin, Fatin Asfea (2019) The factors that influences social media marketing on consumers’ brand loyalty / Fatin Asfea Zaludin. [Student Project] (Unpublished)

Download

[thumbnail of PPb_FATIN ASFEA ZALUDIN M BM 19_5.pdf] Text
PPb_FATIN ASFEA ZALUDIN M BM 19_5.pdf

Download (841kB)

Abstract

In this 21st century, technologies and internet have been widely used to communicate, searching information, socialize and do business globally. It is because latest technologies has improved with creative mechanism and be a part of people’s daily routines. Businesses are taking social media such as their platform to spread awareness and engage with customers to initiate a strong customer’s brand loyalty. Although social media is now currently used to market the brand, not every brand are effectively use this platform to gain brand loyalty from consumers. Besides, some of them are still using the conventional ways of marketing their product brand. In short, this study was aims to investigate the factors of social media marketing such as electronic word of mouth, online advertisement and brand image that are influencing consumers’ brand loyalty. Questionnaires as for the finding for this study will be distributed to targeted respondents using Google form and sent through social media. Respondents of the study will be selected using convenience sampling. After all the data were collected, Statistical Package for the Social Sciences (SPSS) will be used for data analysis. Overall, the results from data finding show there are all positive correlation between independent variables and dependent variable. These findings indicate that businesses that are using social media marketing platforms need to focus on enhancing the brand in social media to gain strong brand loyalty among consumers.

Metadata

Item Type: Student Project
Creators:
Creators
Email
Zaludin, Fatin Asfea
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Item ID: 23452
Uncontrolled Keywords: Brand loyalty; Brand image; Social media marketing
URI: https://ir.uitm.edu.my/id/eprint/23452

Fulltext

Fulltext is available at:
  • Library Terminal Workstation (Digital Format) - Accessible via UiTM Libraries
  • ID Number

    23452

    Indexing


    View in Google Scholar

    Edit Item
    Edit Item