THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND ATTITUDE, CONSUMER'S ELECTRONIC WORD-OF-MOUTH AND PURCHASE INTENTION / Uche Emmanuel MEDOH; Supervisor: Dr. Iman Aghaei

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2021Tanım: 41 sheets; 30 cmİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • BRAND COGNITION AS MODERATOR (EVIDENCE FROM HOTEL INSDUSTRY OF NIGERIA)
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT The development of internet as a marketing instrument has advanced day-by-day since its beginning. Over the last a long-time association in all segments of the economy rushed to associate the online trade community and utilized the web in their day-by-day commerce exercises. Essentially, the study benefited hospitality property a proprietor in Nigeria to appreciate the adequacy of social media marketing hone seems to have on the performance of marketing and their commerce. The study utilized these variables: social media marketing activities (SMMA), brand cognition (BC), brand attitude (BA), intention to purchase (IP), and intention of electronic word of mouth (E-WOM). Rule of thumb was connected for the test determination. The proposed investigate model has been tested through PLS analysis. PLS is best at dealing with littler sample sizes, and the higher factual control of PLS encourages it to explore the complex show just like the show of this think about which is expectation situated. The findings show that, as hypothesized, SMMA (H1: β = 0.725, P<0.01) has a substantial positive association with BA. Next, BA (H2: β = 0.755, p<0.01) was significantly correlated positively with IP. Similarly, the findings of PLS path coefficients showed that BA had an important direct impact on e-WOM (H3: β = 0.695, p < 0.01). Consistent with H4, BC positively moderates the direct relationship between SMMA and BA. As shown in Table (6), the interaction between SMMA and BC is positively related to BA (β = 0.253, P < 0.05). The moderation test result indicates that SMMA is more positively related to BA when BC is high than when it is low. The study concludes that brand knowledge allows consumers to be aware of a product from a community line of development and create an intention to buy after that. The study recommends that hospitality management should work hard on the customer's engagement to create beyond any doubt that what customers see and think what they need to see.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 1957 M23 2021 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T2181
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 1957 M23 2021 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT2181
Toplam ayırtılanlar: 0

Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 36-41)

ABSTRACT The development of internet as a marketing instrument has advanced day-by-day since its beginning. Over the last a long-time association in all segments of the economy rushed to associate the online trade community and utilized the web in their day-by-day commerce exercises. Essentially, the study benefited hospitality property a proprietor in Nigeria to appreciate the adequacy of social media marketing hone seems to have on the performance of marketing and their commerce. The study utilized these variables: social media marketing activities (SMMA), brand cognition (BC), brand attitude (BA), intention to purchase (IP), and intention of electronic word of mouth (E-WOM). Rule of thumb was connected for the test determination. The proposed investigate model has been tested through PLS analysis. PLS is best at dealing with littler sample sizes, and the higher factual control of PLS encourages it to explore the complex show just like the show of this think about which is expectation situated. The findings show that, as hypothesized, SMMA (H1: β = 0.725, P<0.01) has a substantial positive association with BA. Next, BA (H2: β = 0.755, p<0.01) was significantly correlated positively with IP. Similarly, the findings of PLS path coefficients showed that BA had an important direct impact on e-WOM (H3: β = 0.695, p < 0.01). Consistent with H4, BC positively moderates the direct relationship between SMMA and BA. As shown in Table (6), the interaction between SMMA and BC is positively related to BA (β = 0.253, P < 0.05). The moderation test result indicates that SMMA is more positively related to BA when BC is high than when it is low. The study concludes that brand knowledge allows consumers to be aware of a product from a community line of development and create an intention to buy after that. The study recommends that hospitality management should work hard on the customer's engagement to create beyond any doubt that what customers see and think what they need to see.

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