publication . Article . 2021

Social Media Marketing to Enhance Customer Equity on Fashion Apparel Brand among University Students

Noorshella Che Nawi; Noor Hasmini Abd Ghani; Azwan Abdullah; Bahaaeddin Alareeni; Nurul Shuhada Deraman; Md Zaki Muhamad Hasan; Solomon Gbene Zaato;
Open Access Persian
  • Published: 01 Apr 2021 Journal: Journal of Information Technology Management, volume 13, issue 2, pages 75-92 (issn: 2008-5893, eissn: 2423-5059, Copyright policy)
  • Publisher: University of Tehran
Abstract
The motivation of this paper is to examine empirically the effect of social media marketing on value equity, relationship equity and brand equity on fashion apparel brand among Universiti Malaysia Kelantan (UMK) students who have high attributes of internet savvy’s and take delight in undertaking social media marketing. This study is backed by the use and gratification theory that creates desire for amusement and enhancement of information while people use social media marketing. Data was collected by means of Google Form online survey from a total of 361 respondents. The simple random sampling approach was utilized to collect data from the respondents and data ...
Subjects
free text keywords: social media marketing, entertainment, interaction, customization, customer equity, Information resources (General), ZA3040-5185
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