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Wun, Khin La Pyae. The impact of UGC on customer engagement via perceived value towards personal care products. Master's Degree(Global Business Management). Thammasat University. Thammasat University Library. : Thammasat University, 2024.
The impact of UGC on customer engagement via perceived value towards personal care products
Name: Wun, Khin La Pyae
Abstract:
The study aims to investigate the impact of UGC on customer engagement via perceived value towards personal care products in Myanmar. The variables examined include informativeness, entertainment, irritation, credibility, relevancy, perceived value and customer engagement. This study uses a quantitative research approach to collect primary data from the Millennials and Generation Z in Myanmar as these generations use social media platforms more than any other age group. This study mainly emphasizes the most popular social media platforms in Myanmar like Facebook and TikTok because they are the most dominant social media platforms in Myanmar, boasting the largest user bases within the country. Sample size consists of 385 respondents and then the data is collected for statistical analysis through a statistical program. The results show that most of the respondents are female, aged between 18 and 22 years, and they are single. The majority are students who have an education level of lower than a bachelors degree and report a monthly income of 300,000 Kyats or less. The results of the hypothesis testing show that entertainment and credibility have a significant positive influence on customer engagement with the effects of perceived value as a partial mediator in relationships. It is also found that irritation has a significant negative influence on customer engagement with the effects of perceived value as a partial mediator in relationships.
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Pinrada Metharom
Role:
advisor
Created:
2024
Modified:
2025-05-19
Issued:
2025-05-19
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Global Business Management
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
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0.020811 วินาที
Wun, Khin La Pyae
| Title | Contributor | Type |
|---|---|---|
| The impact of UGC on customer engagement via perceived value towards personal care products
มหาวิทยาลัยธรรมศาสตร์ Wun, Khin La Pyae | Pinrada Metharom | วิทยานิพนธ์/Thesis |
Pinrada Metharom
| Title | Creator | Type and Date Create |
|---|---|---|
| Consumers' attitudes towards brand activism of the Walt Disney company for LGBTQ+ communities
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มหาวิทยาลัยธรรมศาสตร์ Pinrada Metharom | Chawanpas Chattulyasith | วิทยานิพนธ์/Thesis |
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มหาวิทยาลัยธรรมศาสตร์ Pinrada Metharom | Natcha Limsukhawat | วิทยานิพนธ์/Thesis |
| Factors influencing the generation Y consumers decision-making along the customer journey of pick up and passenger cars
มหาวิทยาลัยธรรมศาสตร์ Pinrada Metharom | Kunnapat Vasukulsiri | วิทยานิพนธ์/Thesis |
| The impact of UGC on customer engagement via perceived value towards personal care products
มหาวิทยาลัยธรรมศาสตร์ Pinrada Metharom | Wun, Khin La Pyae | วิทยานิพนธ์/Thesis |