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Social Media Marketing activities effect on Customer Equity & Purchase Intention: A quantitative study based on the luxury fashion industry in the GCC region
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date: 11 June 2019

Level: Master thesis in Business Administration, 15 cr

Institution: School of Business, Society and Engineering, M.lardalen University

Authors: Dema Alsaadi Menna Elgamalaya

Title: Social Media Marketing activities effect on Customer Equity & Purchase

Intention Tutor: Prof. Ulf Andersson

Keywords: Customer equity, customer equity drivers, brand equity, relationship

equity, value equity, social media marketing and purchase intention

Research questions: 1. What drivers affect consumers purchase intention when being exposed

to social media marketing activities in the luxury fashion industry?

2. What relationship exists between the different factors?

Purpose: The purpose of this study is to identify the factors of perceived social

media marketing activities of luxury fashion brands, and to evaluate the

influence of those activities on customer equity and purchase intention, in

the GCC region.

Method: A quantitative research method in the form of a cross-country survey was

used to collect primary data. The survey was created with Google Forms

and compiled with Google Sheets and SPSS.

Conclusion: Customer equity drivers are affected by social media marketing

activities. The five activities can be considered efficient as they have an

impact on the three drivers, in various ways and are therefore viewed as

useful methods to market luxury fashion brands. Brand equity cannot be

included alongside the other drivers due to its lack of reliability within

the construct of the customer equity drivers. Therefore, it is considered a

driver on its own.

Place, publisher, year, edition, pages
2019. , p. 50
Keywords [en]
Customer equity, customer equity drivers, brand equity, relationship equity, value equity, social media marketing and purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-43850OAI: oai:DiVA.org:mdh-43850DiVA, id: diva2:1322875
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-11 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf