چکیده:
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 analyzed using the SPSS. The findings indicated that social media marketing activities, which are entertainment, interaction, trendiness, and customization had a positive effect on customers’ equity among students. The results confirm that social media marketing is one of the key success factors in enhancing customer equity. Further, the results showed that interaction is the first concern among the respondents. In other words, the communication between the apparel fashion brands industry with customers is important and helps to create relationships so that customers can get more information about them.
خلاصه ماشینی:
Social Media Marketing to Enhance Customer Equity on Fashion Apparel Brand among University Students Noorshella Che Nawi *Corresponding Author, Associate Prof.
The findings indicated that social media marketing activities, which are entertainment, interaction, trendiness, and customization had a positive effect on customers’ equity among students.
Most prior studies on social media marketing activities have focused on customer satisfaction and the effect on customers' behavioral intentions, brand awareness, brand image and brand loyalty in other businesses (Sano, 2014; Simona & Tossan, 2018; Bilgin, 2018).
This study hypothesized that: H1: Social media marketing has positive effect on value equity of UMK students.
Reliability Analysis for Dependent and Independent Variables {مراجعه شود به فایل جدول الحاقی} Pearson Correlation Table 4 shows that there is a significant relationship between customer equity and entertainment.
This shows that Interaction has the strongest positive effect to customer equity based on the column of beta coefficients used by researchers to compare the relative strength of the various predictors within the model and referred to the four elements (thus, entertainment, interaction, trendiness and customization) in Social Media Marketing activities (independent variable) on whether they are statistically significant and, if so, the direction of the relationship between independent variable and dependent variable.
The study will also serve as one of the sources of reference by researchers as it gives more insight on social media marketing to enhances customer equity on apparel fashion brand focusing on UMK students.
Social Media Marketing to Enhance Customer Equity on Fashion Apparel Brand among University Students.