The impact of social media marketing on consumer loyalty: a study on Gen X and Y

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The impact of social media marketing on consumer loyalty: a study on Gen X and Y

The objective of this study is to examine the impact of social media marketing (SMM) on consumer loyalty between generation X and Y via customer equity drivers (CED). This study surveyed 200 respondents from Malaysia. The data were analysed via Jamovi and the research hypotheses were examined. The s...

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Bibliographic Details
Main Author:	Oh, Jie Yi
Format:	Final Year Project / Dissertation / Thesis
Published:	2022
Subjects:	HF Commerce
Online Access:	http://eprints.utar.edu.my/4843/ http://eprints.utar.edu.my/4843/1/3._OhJieYi_1902070.pdf

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