The impact of social media marketing on brand loyalty: The case of digital products in Vietnam

Le Tung

No 3g2pj, OSF Preprints from Center for Open Science

Abstract: This study aims at researching and analysing the effects of social media marketing on brand loyalty of customers. The data were collected through surveys of 230 customers of digital products in Ho Chi Minh City, Vietnam. The research results show 05 elements of social media marketing have positive impact on customers’s brand loyalty. Five factors include: (1) offers advantageous campaigns of digital brands; (2) offers relevant content to consumer’s concern; (3) brand contents are frequently updated; (4) offers popular contents shared between friends and (5) appears on various devices and offers applications on social media. Based on research results, this study also proposes a number of implications for management at enterprises.

Date: 2017-05-10
References: Add references at CitEc
Citations:

Downloads: (external link)
https://osf.io/download/61d165b7da63200d5afe6302/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:3g2pj

DOI: 10.31219/osf.io/3g2pj

Access Statistics for this paper

More papers in OSF Preprints from Center for Open Science
Bibliographic data for series maintained by OSF ().