The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023.
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| التنسيق: | Internship report |
| اللغة: | English |
| منشور في: |
BRAC University
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://hdl.handle.net/10361/23511 |
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10361-23511 |
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10361-235112024-06-23T21:01:34Z The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited Chowdhury, Shakib Ahamed Khan, Tanzin Brac Business School, Brac University Social media marketing Brand loyalty Brand trust Internet marketing Online social networks Social marketing This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023. Cataloged from the PDF version of the internship report. Includes bibliographical references (pages 52-53). Social media platforms have become increasingly important for marketing strategies. Now, companies are able to communicate and engage with potential and actual customers in new and innovative ways with the assistance of this new technology. This study investigates the impact of brand trust and social media marketing (SMM) activities of Consumer Brands of ACI Limited on brand loyalty. The author analyzed gathered data using structural equation modeling based on an online survey of 67 individuals who follow various consumer brands of ACI Limited on social media. The findings showed that the only three dimensions included in SMM activities are customization, word-of-mouth, and trendiness. These social media marketing characteristics directly impact brand loyalty via brand trust. Shakib Ahamed Chowdhury B. Business Administration 2024-06-23T08:18:59Z 2024-06-23T08:18:59Z ©2023 2023-05 Internship report ID 19104146 http://hdl.handle.net/10361/23511 en Brac University internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 71 pages application/pdf BRAC University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Social media marketing Brand loyalty Brand trust Internet marketing Online social networks Social marketing |
| spellingShingle |
Social media marketing Brand loyalty Brand trust Internet marketing Online social networks Social marketing Chowdhury, Shakib Ahamed The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023. |
| author2 |
Khan, Tanzin |
| author_facet |
Khan, Tanzin Chowdhury, Shakib Ahamed |
| format |
Internship report |
| author |
Chowdhury, Shakib Ahamed |
| author_sort |
Chowdhury, Shakib Ahamed |
| title |
The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| title_short |
The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| title_full |
The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| title_fullStr |
The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| title_full_unstemmed |
The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited |
| title_sort |
impact of trust in social media marketing on brand loyalty: a study of consumer brands of aci limited |
| publisher |
BRAC University |
| publishDate |
2024 |
| url |
http://hdl.handle.net/10361/23511 |
| work_keys_str_mv |
AT chowdhuryshakibahamed theimpactoftrustinsocialmediamarketingonbrandloyaltyastudyofconsumerbrandsofacilimited AT chowdhuryshakibahamed impactoftrustinsocialmediamarketingonbrandloyaltyastudyofconsumerbrandsofacilimited |
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