The impact of social media marketing on brand loyalty: The case of digital products in Vietnam
Keyword(s):
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.
2019 ◽
Vol 8
(2S9)
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pp. 314-321
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2020 ◽
Vol 7
(7)
◽
pp. 147
The Impact of Social Media Marketing on Building Brand Loyalty through Customer Engagement in Jordan
2020 ◽
Vol 1
(1)
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pp. 1
Keyword(s):
2014 ◽
Vol 148
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pp. 177-185
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Keyword(s):
2019 ◽
Vol 9
(1)
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pp. 88-100
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2017 ◽
Vol 29
(1)
◽
pp. 129-144
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