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About The Impact of Perception Related Social Media Mark PDF
This study examines how consumer perceptions of brands' marketing applications on Instagram affect brand loyalty and purchase intention. It analyzes perceptions of functional value, hedonic value, social value, co-creation value, and self-brand image congruency. The research found functional value, social value, and self-brand image congruency positively impacted brand loyalty, while functional value positively impacted purchase intention. Brand loyalty was found to mediate the effect of functional value and co-creation value on purchase intention. The study contributes to understanding how consumer perception of social media marketing relates to important business metrics like loyalty and sales.
Detailed Information
| Author: | ['Carl Rey'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 14 |
| Language: | English |
| Format: | |
| Price: | FREE |
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