The Impacts of Social Media on Purchase Intention and Brand Loyalty of Chinese Young Consumers: A Study of Luxury Fashion Brand

China is known for its luxury goods market and the Chinese customers are attracted towards purchasing the luxury goods. The research was to determine whether the social media networking had an impact on the purchase intentions as well as brand loyalty of the customers in the international market. Literature review provided information related to the different marketing strategies adopted by the managers of luxury goods selling companies in China. Social media advertising of the products is considered to be the best way for the companies to reach the target customers in the global market. The researcher has chosen quantitative analysis because the data can be tested easily using the SPSS statistical tool. The customers were provided with the questionnaires and their responses were analysed to determine the effect of social media. The regression analysis indicated that social media advertising has a strong impact on the purchase intentions and brand loyalty of the customers in China.


The Impacts of Social Media on Purchase Intention and Brand Loyalty of Chinese Young Consumers: A Study of Luxury Fashion Brand

Type: Dissertation
Domain: Brand Loyalty
Words: 17250
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