Research on the correlation of wechat marketing and brand loyalty

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Project Title: Research on the correlation of wechat marketing and brand loyalty
Author: Ms. Qian Juan
Advisor: Assistant Profesor Qiu Chao
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017

Citation

Qian, Juan. (2017). Research on the correlation of wechat marketing and brand loyalty. (Master’s independent study). Bangkok: Siam University.


Abstract

As the rapid growth of the Internet and changes in consumers’ needs in health in the new economuation, it is very important to study about internet marketing for the health care products enterprises to meet the needs of consumers. How to use the Internet to help health care products companies get out of their predicament and establish a good customer loyalty is the focus of this article.

Based on this, this paper takes the WeChat marketing, which has a large number of active users in the internet as an example to study the international brand loyalty of health products. The first part mainly states the background, the purpose of the significance of innovation points and theoretical framework for a general description of the research; The second part is involved in the internet micro-channel marketing, health products brand loyalty related concepts, literature review and theoretical review to explain the impact of WeChat marketing on brand loyalty in the field of healthcare products. The third part puts forward hypothesis by combing the research methods, as well as forming the research questionnaire, and carries on the Pilot test measurement. In the fourth part, through the descriptive analysis, reliability analysis and validity analysis of the collected data, the correlation analysis is carried out under the condition of credible data, finally the relationship between the research


Research on the correlation of wechat marketing and brand loyalty

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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