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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| Format: | Final Year Project / Dissertation / Thesis |
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2022
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| Online Access: | http://eprints.utar.edu.my/4843/1/3._OhJieYi_1902070.pdf http://eprints.utar.edu.my/4843/ |
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