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About Impact of Social Media Marketing On Brand Loyalty PD
This master's thesis examines the impact of social media marketing activities on brand loyalty, using Samsung smartphones in Vietnam as a case study. A quantitative survey was conducted with 197 Vietnamese smartphone users. The survey measured six social media marketing activities (entertainment, interaction, trendiness, customization, word-of-mouth, and promotion) and their relationship to brand loyalty. Preliminary results found that all six social media activities had a positive correlation with brand loyalty. The thesis provides recommendations for Samsung to improve social media strategies, particularly focusing on entertainment and promotion, as well as better utilizing Instagram and YouTube.
Detailed Information
| Author: | ['Piyush'] |
|---|---|
| Publication Year: | 2022 |
| Pages: | 88 |
| Language: | English |
| Format: | |
| Price: | FREE |
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