A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.

• Main Authors: Toh, Ling Hui., Cheah, Keng Loong., Ricky Chandra Soetikno.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Management::Social responsibility
• Online Access: http://hdl.handle.net/10356/48385
• Institution: Nanyang Technological University

The purpose of this research study is to investigate various ways social enterprises can utilize social media to create better awareness of their products and/or services with a view to increase purchase intentions and brand loyalty of consumers. The key objectives of this study include determining...