000			02844nam a22003017a 4500
003			KOHA_MİRAKIL
005			20221226090059.0
008			201007b cy ||||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_ceng
090			_aYL 1748 _bA44 2020
100	1		_aAl-Hajjaj, Ghassan
245	1	0	_aTHE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMAs) ON BRAND IMAGE, ELECTRONIC WORD OF MOUTH AND LOYALTY TO THE BRAND: _bTHE CASE OF NIKE INC./ _cGhassan Al-Hajjaj; Supervisor: Shiva Ilkhanizadeh
300			_asheets VIII, 75; _bfigures, tables, _c30.5 cm _eCD.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aIncludes CD
502			_aThesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH BUSINESS ADMINISTRATION DEPARTMENT
504			_aIncludes REFERENCES: sheets 60-71
520			_aABSTRACT 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.
650	0	0	_aMarketing Activities
650	0	0	_aElectronic Word of Mouth
650	0	0	_aBrand Image
700	1		_aSupervisor: Ilkhanizadeh, Shiva _91656
942			_2ddc _cTS
999			_c141049 _d141049