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The Impact of Social Media Marketing on Customer Loyalty towards Starbucks in China

Jing Zhao

Abstract


This study mainly explores the impact of Starbucks’ social media marketing on consumer loyalty in China. Firstly, it reviews the previous literature and identifi es four main factors of social media marketing: advantageous campaigns, contents, online communities, E-WOM. Then it collects data through questionnaire survey. Advantageous campaigns, contents will affect consumer behavioural loyalty, Online communities, E-WOM will affect consumer attitude loyalty. Through the conclusion, this research proposes the improved strategy of Starbucks’s social media marketing in China.

Keywords


Social Media Marketing; Consumer Loyalty; Consumer Behavioural Loyalty; Consumer Attitude Loyalty

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References


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DOI: http://dx.doi.org/10.18686/ahe.v7i35.12506

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