How does Social Media Marketing Affect Consumer Purchase Intention and Brand loyalty? The Case of Unitel Company of Mongolia

• Main Author: Khulan Munkhjargal
• Other Authors: Yi-Fen Huang
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5dbr9j

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.