How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia
碩士 === 大葉大學 === 企業管理學系碩士班 === 107 === Social media is the most popular communication tool in the internet which is used content sharing, interaction, and community based input. Recent years, Social media users sharply increased till four billion and 2.1 million or 66% of the total population are usi...
Main Author: | |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2019
|
Online Access: | http://ndltd.ncl.edu.tw/handle/5dbr9j |
id |
ndltd-TW-107DYU00163011 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-107DYU001630112019-05-30T03:57:15Z http://ndltd.ncl.edu.tw/handle/5dbr9j How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia 社交媒體如何影響消費者購買意向?以蒙古服裝市場為例 Khulan Munkhjargal 碩士 大葉大學 企業管理學系碩士班 107 Social media is the most popular communication tool in the internet which is used content sharing, interaction, and community based input. Recent years, Social media users sharply increased till four billion and 2.1 million or 66% of the total population are using social media in Mongolia. The number is higher compared to other countries. Also, Past researchers allowed that Social Media is the most effective marketing tool in the business and multiple companies actively use to increase customer purchase intention and brand loyalty. Social media is more targeted and effective than other marketing channels, and the most advantages are possible to evaluate advertisement distribution and directly interact with customers. This research study focused on measuring Social Media Marketing impacts on customer purchase intention and brand loyalty in Unitel company. Research study collected high quality primary data from 320 respondents using Social Media. To investigate the relationships among independent and dependent variables, SPSS 21 software was used to do reliability, descriptive, correlation, regression analysis. Yi-Fen Huang 黃怡芬 2019 學位論文 ; thesis 49 en_US |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 大葉大學 === 企業管理學系碩士班 === 107 === Social media is the most popular communication tool in the internet which is used content sharing, interaction, and community based input. Recent years, Social media users sharply increased till four billion and 2.1 million or 66% of the total population are using social media in Mongolia. The number is higher compared to other countries. Also, Past researchers allowed that Social Media is the most effective marketing tool in the business and multiple companies actively use to increase customer purchase intention and brand loyalty. Social media is more targeted and effective than other marketing channels, and the most advantages are possible to evaluate advertisement distribution and directly interact with customers. This research study focused on measuring Social Media Marketing impacts on customer purchase intention and brand loyalty in Unitel company. Research study collected high quality primary data from 320 respondents using Social Media. To investigate the relationships among independent and dependent variables, SPSS 21 software was used to do reliability, descriptive, correlation, regression analysis.
|
author2 |
Yi-Fen Huang |
author_facet |
Yi-Fen Huang Khulan Munkhjargal |
author |
Khulan Munkhjargal |
spellingShingle |
Khulan Munkhjargal How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
author_sort |
Khulan Munkhjargal |
title |
How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
title_short |
How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
title_full |
How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
title_fullStr |
How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
title_full_unstemmed |
How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia |
title_sort |
how does social media marketing affect consumer purchase intention and brand loyalty? the case of unitel company of mongolia |
publishDate |
2019 |
url |
http://ndltd.ncl.edu.tw/handle/5dbr9j |
work_keys_str_mv |
AT khulanmunkhjargal howdoessocialmediamarketingaffectconsumerpurchaseintentionandbrandloyaltythecaseofunitelcompanyofmongolia AT khulanmunkhjargal shèjiāoméitǐrúhéyǐngxiǎngxiāofèizhěgòumǎiyìxiàngyǐménggǔfúzhuāngshìchǎngwèilì |
_version_ |
1719196117780922368 |