Essays about: "Haggah Macharia"

Found 1 essay containing the words Haggah Macharia.

  1. 1. How do social media marketing activities influence customer equity and purchase intention : An empirical study of hotel industry based on Y-Generation.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Haggah Macharia; Ying Cheng; [2019]
    Keywords : Social media; Social media marketing activities; Customer equity drivers; Purchase intention; information richness.;

    Abstract : Purpose: The purpose of this study is to investigate the influence of social media marketing activities on customer equity and how that drive affects purchase intention in the context of the hotel industry with the perspective of Y-Generation. Design/methodology/approach: An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 136 valid responses collected. READ MORE