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About Social Media CRM For Brand Loyalty. (Dissertation Thesis)
This document is a dissertation submitted by Manzil Madhwani to Middlesex University in partial fulfillment of a Master's degree in Marketing Management. The dissertation examines how social media CRM (customer relationship management) systems can impact brand loyalty, using the UK smartphone market and Middlesex University students as contexts. It reviews literature on concepts like brand equity, CRM, social media, e-loyalty frameworks. A model is developed combining e-loyalty and social CRM to test the effect of social CRM on brand loyalty components. An online survey of 413 Middlesex students was conducted to collect data to analyze the relationships between variables.
Detailed Information
| Author: | ['Manzil Madhwani'] |
|---|---|
| Publication Year: | 2011 |
| Pages: | 92 |
| Language: | English |
| Format: | |
| Price: | FREE |
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