| 000 -LEADER |
|---|
| fixed length control field |
03279nam a2200241 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
APU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20230625190341.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
200227b2019 ||||| |||| 00| 0 eng d |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
PM-31-82 |
| 100 0# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
AISHATH FARAH MAHIR (TP053693) |
| 9 (RLIN) |
45476 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
EFFECT OF INFORMATION VALUE, BRAND EQUITY AND PRICE PROMOTION ON CUSTOMER ENGAGEMENT TOWARDS SOCIAL MEDIA MARKETING : |
| Remainder of title |
THE CASE OF THE APPAREL INDUSTRY OF MALDIVES / |
| Statement of responsibility, etc |
AISHATH FARAH MAHIR. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Kuala Lumpur : |
| Name of publisher, distributor, etc |
Asia Pacific University, |
| Date of publication, distribution, etc |
2019. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xi, 62 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
30 cm. |
| 502 ## - DISSERTATION NOTE |
|---|
| Dissertation note |
A thesis submitted in fulfilment of the requirements for the award of the degree of MSc. in Global Marketing Management (UCMF1808BGMM). |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
The purpose of this study is to identify the effect of information value, brand equity and price promotion on customer engagement towards social media marketing, in the apparel industry of Maldives. A research framework was developed with customer engagement as the dependent variable, and information value, brand equity and price promotion as independent variables. Hypotheses were constructed, stating that all independent variables have an effect on customer engagement. Literature review was carried out to investigate the results of past studies. A quantitative study using a deductive approach was then conducted with online self-administered questionnaires used for data collection. A sample of 235 respondents were used for the survey. Prior to testing the hypotheses, reliability and normality tests were conducted, the results indicating high consistency and reliability of the data. Further frequency tests were used to analyse the demographic information of the respondents, indicating a majority of female respondents, highly educated background and a high purchasing power of the sample. Descriptive analysis on the questionnaires were then conducted, identifying majority of the respondents engage with apparel brands on social media, when the advertisements provide detailed information. Furthermore, a perceived brand equity of customers influences the respondents to engage on the platform. The respondents have positive attitudes with price promotions on social media and agree that social media platforms are the main channel they look for the latest promotional offers. Subsequently, correlation and multiple linear regression tests were used to test the hypotheses of this study. Results indicated that all three independent variables have an effect on the dependent variable, customer engagement, supporting the hypotheses. The findings of this study are in line with the results of past literature. Furthermore, the results add knowledge to existing research on social media marketing, as well as aiding brands to effectively develop social media marketing strategies. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Consumer behaviour. |
| 9 (RLIN) |
45477 |
| Geographic subdivision |
Maldives. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| Geographic subdivision |
Maldives. |
| 9 (RLIN) |
46661 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Clothing trade |
| Geographic subdivision |
Maldives. |
| 9 (RLIN) |
46662 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet advertising |
| Geographic subdivision |
Maldives. |
| 9 (RLIN) |
46663 |
| 700 0# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ms. Rohizan binti Ahmad |
| Relator term |
Supervisor. |
| -- |
47328 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ |
| Link text |
Available in APres |
| Public note |
- Requires login to view full text. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Masters Theses |
