NDLI: Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

Content Provider	Semantic Scholar
Author	Muchardie, Brian Garda Yudiana, Nabila Hanindya Gunawan, Annetta
Copyright Year	2016
Abstract	The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.
Starting Page	83
Ending Page	87
Page Count	5
File Format	PDF HTM / HTML
DOI	10.21512/bbr.v7i1.1458
Volume Number	7
Alternate Webpage(s)	http://journal.binus.ac.id/index.php/BBR/article/download/1458/1314
Alternate Webpage(s)	https://doi.org/10.21512/bbr.v7i1.1458
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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