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  1. 1. The Impact of Social Media Marketing on Brand Loyalty : Case Study of Samsung Smartphones in Vietnam

    Master-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Thi Phuong Quynh Vu; Thi Thu Trang Vu; [2021]
    Nyckelord :Social media marketing; Social media marketing activities; Brand loyalty; Digital marketing; Samsung smartphones; Vietnam market.;

    Sammanfattning : Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective driver to influence the customers’ buying behaviours and loyalty. Since its emergence in Vietnam market, Samsung smartphone brand has secured a considerable market share in this country and has activated some social media platforms to stay connected with its customers. LÄS MER