TY  - BOOK
AU  - AISHATH FARAH MAHIR (TP053693)
AU  - Ms. Rohizan binti Ahmad
TI  - EFFECT OF INFORMATION VALUE, BRAND EQUITY AND PRICE PROMOTION ON CUSTOMER ENGAGEMENT TOWARDS SOCIAL MEDIA MARKETING: THE CASE OF THE APPAREL INDUSTRY OF MALDIVES 
AV  - PM-31-82 
PY  - 2019///
CY  - Kuala Lumpur
PB  - Asia Pacific University
KW  - Consumer behaviour
KW  - Maldives
KW  - Branding (Marketing)
KW  - Clothing trade
KW  - Internet advertising
N1  - A thesis submitted in fulfilment of the requirements for the award of the degree of MSc. in Global Marketing Management (UCMF1808BGMM)
N2  - 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
UR  - https://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/
ER  -