Brand loyalty model for mobile social network application market in China

The purpose of this study is to develop a brand loyalty model for the marketing and research of Mobile Social Networking Application (MSNA). As mobile commerce has become popular and Information Technology (IT) has displayed progression, MSNA along with their exceptional performances, has claimed it...

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Main Author:	Chen, Jian
Format:	Thesis
Language:	English
Published:	2019
Subjects:	HM Sociology
Online Access:	http://eprints.utm.my/108076/1/ChenJianPAHIBS2019.pdf.pdf
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id	my-utm-ep.108076
record_format	uketd_dc
spelling	my-utm-ep.1080762024-11-01T02:18:53Z Brand loyalty model for mobile social network application market in China 2019 Chen, Jian HM Sociology The purpose of this study is to develop a brand loyalty model for the marketing and research of Mobile Social Networking Application (MSNA). As mobile commerce has become popular and Information Technology (IT) has displayed progression, MSNA along with their exceptional performances, has claimed its imminent functions in both life and career. Nevertheless, the market that holds MSNA is massive as suppliers suffer from fierce competitions, in which this study had probed into elaborating its status. As functions of applications begin to share similarities, companies seldom devise effective strategies to develop competitive strength. Based on prior results within the service industry, the brand loyalty has emerged to be an active factor in the competitive market, which can retain customers, attract new users, earn good mouth-of-word, and produce additional benefits. On the applications industry research field, the prior studies focused on technology acceptance field, and ignored the mediating effects of satisfaction and the moderating effect of group identification in brand loyalty models. This study amalgamated with Smartphone Augmented Reality Application Model (SARAM) and the brand loyalty theory to develop a new brand loyalty model for MSNA industry. In order to support the conceptual framework, this study applied quantitative analysis, and collected 640 valid samples online by using SmartPLS to examine the reflective model. The results of the quantitative analysis illustrated significant relationships between brand loyalty and satisfaction which is also an important mediator for both attitudinal brand loyalty and behavioural brand loyalty as the dependent variables in the model. After integrating the moderated regression analysis and path analysis, the current research found the relationships between group identification, satisfaction and brand loyalty as significant, but the moderating effect is not supported. In summary, the present study built the MSNA model with brand loyalty. Future researcher should continuously study other moderating or mediating effect on the new MSNA brand loyalty model and strengthen the branding strategy for the MSNA industry. 2019 Thesis http://eprints.utm.my/108076/ http://eprints.utm.my/108076/1/ChenJianPAHIBS2019.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154259?site_name=GlobalView&query=Brand+loyalty+model+for+mobile+social+network+application+market+in+China&queryType=vitalDismax phd doctoral Universiti Teknologi Malaysia International Business School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HM Sociology
spellingShingle	HM Sociology Chen, Jian Brand loyalty model for mobile social network application market in China
description	The purpose of this study is to develop a brand loyalty model for the marketing and research of Mobile Social Networking Application (MSNA). As mobile commerce has become popular and Information Technology (IT) has displayed progression, MSNA along with their exceptional performances, has claimed its imminent functions in both life and career. Nevertheless, the market that holds MSNA is massive as suppliers suffer from fierce competitions, in which this study had probed into elaborating its status. As functions of applications begin to share similarities, companies seldom devise effective strategies to develop competitive strength. Based on prior results within the service industry, the brand loyalty has emerged to be an active factor in the competitive market, which can retain customers, attract new users, earn good mouth-of-word, and produce additional benefits. On the applications industry research field, the prior studies focused on technology acceptance field, and ignored the mediating effects of satisfaction and the moderating effect of group identification in brand loyalty models. This study amalgamated with Smartphone Augmented Reality Application Model (SARAM) and the brand loyalty theory to develop a new brand loyalty model for MSNA industry. In order to support the conceptual framework, this study applied quantitative analysis, and collected 640 valid samples online by using SmartPLS to examine the reflective model. The results of the quantitative analysis illustrated significant relationships between brand loyalty and satisfaction which is also an important mediator for both attitudinal brand loyalty and behavioural brand loyalty as the dependent variables in the model. After integrating the moderated regression analysis and path analysis, the current research found the relationships between group identification, satisfaction and brand loyalty as significant, but the moderating effect is not supported. In summary, the present study built the MSNA model with brand loyalty. Future researcher should continuously study other moderating or mediating effect on the new MSNA brand loyalty model and strengthen the branding strategy for the MSNA industry.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Chen, Jian
author_facet	Chen, Jian
author_sort	Chen, Jian
title	Brand loyalty model for mobile social network application market in China
title_short	Brand loyalty model for mobile social network application market in China
title_full	Brand loyalty model for mobile social network application market in China
title_fullStr	Brand loyalty model for mobile social network application market in China
title_full_unstemmed	Brand loyalty model for mobile social network application market in China
title_sort	brand loyalty model for mobile social network application market in china
granting_institution	Universiti Teknologi Malaysia
granting_department	International Business School
publishDate	2019
url	http://eprints.utm.my/108076/1/ChenJianPAHIBS2019.pdf.pdf
_version_	1818646934855876608

Brand loyalty model for mobile social network application market in China

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