| dc.description.abstract | Social media marketing practices in recently years performed as crucial component in marketing field. That kind of marketing has been using intensively by smartphone brands in Vietnam, especially Samsung brand. It needs a solid method to evaluate the result of social media marketing activities of Samsung on branding term and purchasing term. As a result, this research objectives aim at seeking impact of social media marketing on brand equity through brand equity and purchase intention. Specifically, the research will examine detailly in the relationship of social media marketing on brand equity’s elements which are brand awareness, brand association, perceived quality; and also, the customer relationship as well. This research is conducted through survey, and analysis by Amos and Spss software. The study would suggest strategic implication to make improvement of the competitiveness of Samsung brands by applying the conceptual framework of social media marketing.
Keyword: social media marketing; brand equity; purchase intention; brand awareness; brand association; perceived quality; customer relationship; Samsung brand | en_US |
