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The impact of social media marketing on brand loyalty: The case of digital products in Vietnam

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  • , Le Thanh Tung

Abstract

This study aims at researching and analysing the effects of social media marketing on brand loyalty of customers. The data were collected through surveys of 230 customers of digital products in Ho Chi Minh City, Vietnam. The research results show 05 elements of social media marketing have positive impact on customers’s brand loyalty. Five factors include: (1) offers advantageous campaigns of digital brands; (2) offers relevant content to consumer’s concern; (3) brand contents are frequently updated; (4) offers popular contents shared between friends and (5) appears on various devices and offers applications on social media. Based on research results, this study also proposes a number of implications for management at enterprises.

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  • , Le Thanh Tung, 2017. "The impact of social media marketing on brand loyalty: The case of digital products in Vietnam," OSF Preprints 3g2pj, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:3g2pj
    DOI: 10.31219/osf.io/3g2pj
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