THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMAs) ON BRAND IMAGE, ELECTRONIC WORD OF MOUTH AND LOYALTY TO THE BRAND: THE CASE OF NIKE INC./ Ghassan Al-Hajjaj; Supervisor: Shiva Ilkhanizadeh
Tanım: sheets VIII, 75; figures, tables, 30.5 cm CDİçerik türü:- text
- unmediated
- volume
Thesis
| Materyal türü | Geçerli Kütüphane | Koleksiyon | Yer Numarası | Durum | Notlar | İade tarihi | Barkod | Materyal Ayırtmaları | |
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Thesis
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CIU LIBRARY Tez Koleksiyonu | Tez Koleksiyonu | YL 1748 A44 2020 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | T1946 |
CIU LIBRARY raflarına göz atılıyor, Raftaki konumu: Tez Koleksiyonu, Koleksiyon: Tez Koleksiyonu Raf tarayıcısını kapatın(Raf tarayıcısını kapatır)
Includes CD
Thesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH BUSINESS ADMINISTRATION DEPARTMENT
Includes REFERENCES: sheets 60-71
ABSTRACT Social media (SM), used by people all over the world, has been one of the dominant innovations of our days. Purchasing decisions, brand image and electronic word of mouth (e-WOM) are influenced by social media's interactions and communications. Hence, the effects of social media marketing activities (SMMAs) on e-WOM, brand image and loyalty were examined throughout this study by taking Nike Incorporation as a case study. To accomplish the goal of this study, a quantitative method was utilized, where a questionnaire was formulated and distributed to a random sample of 150 students from University of Jordan who do use social media and buy Nike products regularly. The collected data was statistically analyzed utilizing SPSS 24. The results showed a positive relationship, that is significant at (α≤ 0.05), between the e-WOM, brand image and loyalty of Nike Inc and its adoption of SMMAs. The study ended up by concluding that the recent social media uprising has changed conventional marketing activities and communications, as users now are investing additional time and energy on social media and exchanging information regarding products and services, which has greatly affected brand image, e-WOM and loyalty. Eventually, the research recommends the expression of more interest in social media in the field of promoting sports products, and the allocation of technical specialists and developers who manage social media websites in a distinctive way that contributes to improving the brand image to customers and increasing their loyalty to them. Keywords: Marketing Activities, Brand Image, Brand Loyalty, Electronic Word of Mouth.