Social media marketing activities of creative agencies in Indonesia and its influence on customer equity and purchase intention : Evidence from kano creative production

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Daud, Nazneen Anisputri (2021) Social media marketing activities of creative agencies in Indonesia and its influence on customer equity and purchase intention : Evidence from kano creative production. Undergraduate thesis, IPMI Business School.

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Abstract

The purpose of this study is to investigate the influence of social media marketing activities on customer equity and how that drive affects purchase intention in the context of the creative agencies in Indonesia. An explanatory, deductive, inductive, and abductive quantitative research approach and cross-sectional research design were distributed online with a number of 80 valid responses collected. The research found that social media marketing activities positively affected customer equity in the context of creative agencies. Brand equity and relationship equity had positive influence on customer's purchase intention. The main implication of this research is social media marketing activities should be utilized as an effective marketing strategy to enhance customer equity. In addition, for creative agencies in Indonesia, creating emotional tie with brands and building bond with customers are supposed to take priority. The main limitation of this research is how the research is done based of one specific agency namely Kano Creative Production. Another limitation is also the fact that this research did not measure the mediation of the customer equity variables. Further research could investigate a wider population from other industries. Moreover, it would be great to explore better mediation through the customer equity variable namely value equity, brand equity and relationship equity or the direct relationship between social media marketing activities and purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
T Technology > T Technology (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 28 Jan 2022 06:48
Last Modified: 28 Jan 2022 06:48
URI: http://repository.ipmi.ac.id/id/eprint/1384

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