Accession No.20210405
TitleEffect of information value, brand quality and price promotion on customer engagement towards social media marketing: the case of the apparel industry of Maldives.
Authors/Creators Aishath Farah Mahir (TP053693)

The purpose of this study is to identify the effect of information value, brand equity, and price promotion on customer engagement towards social media marketing, in the apparel industry of Maldives. A research framework was developed with customer engagement as the dependent variable, and information value, brand equity and price promotion as independent variables. Hypotheses were constructed, stating that all independent variables have an effect on customer engagement. A literature review was carried out to investigate the results of past studies. A quantitative study using a deductive approach was then conducted with online self-administered questionnaires used for data collection. A sample of 235 respondents was used for the survey.

Prior to testing the hypotheses, reliability and normality tests were conducted, the results indicating high consistency and reliability of the data. Further frequency tests were used to analyze the demographic information of the respondents, indicating a majority of female respondents, highly educated background, and a high purchasing power of the sample. A descriptive analysis on the questionnaires was then conducted, identifying the majority of the respondents engage with apparel brands on social media, when the advertisements provide detailed information. Furthermore, a perceived brand equity of customers influences the respondents to engage on the platform. The respondents have positive attitudes with price promotions on social media and agree that social media platforms are the main channel they look for the latest promotional offers.

Subsequently, correlation and multiple linear regression tests were used to test the hypotheses of this study. Results indicated that all three independent variables have an effect on the dependent variable, customer engagement, supporting the hypotheses. The findings of this study are in line with the results of past literature. Furthermore, the results add knowledge to existing research on social media marketing, as well as aiding brands to effectively develop social media marketing strategies.

SupervisorRohizan Ahmad
InstitutionAsia Pacific University of Technology and Innovation (APU)
SchoolGraduate School of Business
No. of pages66
Date typeSubmission
RefereedYes, this version has been refereed
Additional Information

A thesis submitted in fulfillment of the requirement of Asia Pacific University of Technology and Innovation for the award of the degree of Master of Science in Global Marketing Management (UCMF1808BGMM).

  • Social Sciences
  • - Commerce

Customer ; Engagement ; Information ; Value ; Brand ; Equity ; Price ; Promotion ; Consumer behaviour ; Maldives ; Branding ; Marketing ; Clothing trade ; Internet advertising.

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