The Impacts of Social Media Marketing on University Students' Brand Loyalty

Kho, Voon Chee (2019) The Impacts of Social Media Marketing on University Students' Brand Loyalty. [Final Year Project Report] (Unpublished)

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Abstract

Nowadays, the key of success commercially of the brand is the customer brand loyalty. Thus, this study attempt to investigate the impacts of social media marketing on university students' brand loyalty. The purpose of this study is to identify and examine the content, online communities, online advertisement and e-WOM will affect university students' brand loyalty. In order to certify the reliability of the questionnaire before conduct the final distribution, pilot testing was carried out. Then, the final questionnaire was distributed to 400 undergraduate students in UNIMAS. Five hypotheses were developed and tested. The result indicated that the content, online communities, online advertisement and e-WOM are influencing university students' brand loyalty. This finding indicates that marketing managers should emphasize the importance of these factors in their social media marketing to reach emerging university student consumers in building brand loyalty.

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