The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed

Researchers and brand managers have limited understanding of social media communication, brand loyalty and brand preference on customer's repurchasing intention. Retail research focusing on young generation, particularly their purchasing intention among fast-food products, is also scarce. There...

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Main Author:	Ahmed, Asma Abdurasak
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Online social networks
Online Access:	https://ir.uitm.edu.my/id/eprint/75702/1/75702.pdf
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id	my-uitm-ir.75702
record_format	uketd_dc
spelling	my-uitm-ir.757022024-01-19T00:21:55Z The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed 2022 Ahmed, Asma Abdurasak Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Online social networks Researchers and brand managers have limited understanding of social media communication, brand loyalty and brand preference on customer's repurchasing intention. Retail research focusing on young generation, particularly their purchasing intention among fast-food products, is also scarce. Therefore, this research was designed to test the link between social media communication, brand loyalty, and brand preference; and the moderating effect of brand trust on the young generation's intention to repurchase fast food in Malaysia. The study analyzed a quantitative research methodology by utilizing data collected from 400 customers of fast-food restaurants in Malaysia using a convenience sampling technique. The collected data were analyzed using the Statistical Package for Social Science (SPSS) software. The empirical study findings revealed that social media communication and brand preference have a significant relationship with young generation intention to repurchase fast food in Malaysia. However, the relationship between brand loyalty and repurchase intention was not significant. Nonetheless, brand trust moderated the relationship between social media communication, brand loyalty, brand preference, and repurchase intention. These results build upon the importance of social media communication, brand preference and brand trust in strengthening young generation's repurchase intention. This conceptual model is recommended to be replicated to service or product categories for findings to be generalizable. Furthermore, this study provides practical implications for decisionmakers in the fast-food restaurants' industry towards understanding how the studied variables impacted repurchasing intention. 2022 Thesis https://ir.uitm.edu.my/id/eprint/75702/ https://ir.uitm.edu.my/id/eprint/75702/1/75702.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Business and Management Abu Bakar, Norzehan
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Abu Bakar, Norzehan
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Online social networks
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Online social networks Ahmed, Asma Abdurasak The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
description	Researchers and brand managers have limited understanding of social media communication, brand loyalty and brand preference on customer's repurchasing intention. Retail research focusing on young generation, particularly their purchasing intention among fast-food products, is also scarce. Therefore, this research was designed to test the link between social media communication, brand loyalty, and brand preference; and the moderating effect of brand trust on the young generation's intention to repurchase fast food in Malaysia. The study analyzed a quantitative research methodology by utilizing data collected from 400 customers of fast-food restaurants in Malaysia using a convenience sampling technique. The collected data were analyzed using the Statistical Package for Social Science (SPSS) software. The empirical study findings revealed that social media communication and brand preference have a significant relationship with young generation intention to repurchase fast food in Malaysia. However, the relationship between brand loyalty and repurchase intention was not significant. Nonetheless, brand trust moderated the relationship between social media communication, brand loyalty, brand preference, and repurchase intention. These results build upon the importance of social media communication, brand preference and brand trust in strengthening young generation's repurchase intention. This conceptual model is recommended to be replicated to service or product categories for findings to be generalizable. Furthermore, this study provides practical implications for decisionmakers in the fast-food restaurants' industry towards understanding how the studied variables impacted repurchasing intention.
format	Thesis
qualification_level	Master's degree
author	Ahmed, Asma Abdurasak
author_facet	Ahmed, Asma Abdurasak
author_sort	Ahmed, Asma Abdurasak
title	The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
title_short	The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
title_full	The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
title_fullStr	The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
title_full_unstemmed	The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed
title_sort	impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / asma abdurasak ahmed
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business and Management
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/75702/1/75702.pdf
_version_	1794191908131569664

The impact of social media communication, brand loyalty, and brand preference on young generation repurchase intention: the moderating role of brand trust / Asma Abdurasak Ahmed

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