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Integrated Marketing Communication and Brand Equity of Small Enterprises in Kwara State.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Integrated Marketing Communication and Brand Equity of Small Enterprises in Kwara State./
作者:	Muritala, Ismaila.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	142 p.
附註:	Source: Masters Abstracts International, Volume: 83-02.
Contained By:	Masters Abstracts International83-02.
標題:	Business administration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28644253
ISBN:	9798522945039

Integrated Marketing Communication and Brand Equity of Small Enterprises in Kwara State.
Muritala, Ismaila.

Integrated Marketing Communication and Brand Equity of Small Enterprises in Kwara State. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 142 p.

Source: Masters Abstracts International, Volume: 83-02.

Thesis (M.S.)--Kwara State University (Nigeria), 2021.

This item must not be sold to any third party vendors.

The emergence of online social network sites has changed the way information is transmitted and have transcended the traditional limitations of marketing communication. Small organizations that cannot afford advertising have other options, such as marketing-oriented social media pages, direct mail and email campaigns. Hence, the study examined the effect of integrated marketing communication on consumer brand equity. Other specific objectives were to; examine the effect of digital marketing on brand awareness; determine the effect of social media marketing on brand association; explore the effect of electronic word of mouth on organizational goodwill and assess the effect of affiliate marketing on customer loyalty among small and medium enterprises in Kwara state. The study adopted cross sectional survey and phenomenological research approach using questionnaire and interview as research instruments. Two hundred and thirty (230) small businesses in Ilorin metropolis were used as the as the population of the study with sample of 144 and ten respondents were selected using systematic and convenience sampling techniques for the questionnaire and interview respectively. The data were analyzed using Smart PLS-Structural Equation Modeling (SEM) technique and thematic analysis. The results revealed that integrated marketing communication variables have significant effect on consumer brand equity. From the study, it was established that the r square values of 0.879 (digital marketing, 0.690= social media, 0.102 = affiliate marketing and 0.066 electronic word of mouth were essential elements in ensuring brand awareness, brand association, organisational goodwill and customer loyalty among the small businesses. This was corroborated by the thematic analysis of the responses from the interview that revealed the practical ways in which integrated marketing communication influence the brand equity among the small businesses. Based on the findings the study recommends that Small businesses should reinforce customer relationships with brand positioning and rewards through digital media. This can be done by getting more views on digital media from new customers which will enable them stand out from the competition with customer experiences. Businesses should use social media marketing to integrate their messages in order to ensure clarity of messages, credibility, and promote the enterprises together with its brand association.

ISBN: 9798522945039Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Small business

Integrated Marketing Communication and Brand Equity of Small Enterprises in Kwara State.
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