Situmorang, Christoper (2023) Linking Social Media Marketing Activities with Brand Love: A study of Erigo Apparel. S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty toward the brand Erigo Apparel. Data were obtained 150 respondents using online survey and analyzed using partial least square technique. This result indicated that social media marketing activities had a significant effect towards brand love, social media marketing activities had a significant impact on self-expressive brands both inner self and social self. Also, self-expressive brands social self had a significant impact on brand love, brand love had a significant impact on brand loyalty. Self-expressive brands (social self) are able to mediate between social media marketing activities and brand love.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Social media marketing activities, self-expressive brand, brand love, brand loyalty |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 27 Nov 2023 17:46 |
| Last Modified: | 27 Nov 2023 17:46 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/30633 |
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