Beneficial usage of social marketing for small and medium-sized enterprise (SME) in Johor / Hairiani Abdul Hamid ...[et al.]

Abdul Hamid, Hairiani and Kamarolzaman, Noraishah and Omar, Zurina and Wan Abdul Hamid, Wan Nazihah Najwa (2019) Beneficial usage of social marketing for small and medium-sized enterprise (SME) in Johor / Hairiani Abdul Hamid ...[et al.]. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat Johor, p. 95.

Abstract

The study that was carried out by the researcher is to find out the beneficial usage of social marketing for small-and medium-sized enterprises (SME) in Johor. A total of 100 questionnaires has been distributed to the respondents at Nusajaya Johor. The respondents who were given the questionnaire are picked convenience method in order to get the data. It is a convenience kind of sampling which has been chosen by the researcher. The questionnaires are the primary data regarding Antecedents of social media usage and performance benefits small-and medium-sized enterprises (SME). The independent variables obtain from past research that has been used for this research are interactivity, cost effectiveness and compatibility. The dependent variable which can be obviously seen is the performance benefits using social media for the private company. The data collected is then analyze by the researcher to get the final result that supports and answer the research objective. A few test conducted in order to get the final result which can support the most suitable variable. The researcher found that only Interactivity strategy influencing the performance benefit of using social marketing as it is acceptable, the cost effectiveness is still in a questionable state which still can be accepted and compatibility is unacceptable since it is less than 0.3.

Metadata

Item Type: Book Section
Creators:
CreatorsEmail / ID. Num
Abdul Hamid, HairianiUNSPECIFIED
Kamarolzaman, NoraishahUNSPECIFIED
Omar, ZurinaUNSPECIFIED
Wan Abdul Hamid, Wan Nazihah NajwaUNSPECIFIED
Contributors:
ContributionNameID Num. / Email
PatronKassim, Mohd AzraaiUNSPECIFIED
PatronJoyosumarto, SubarjoUNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Series Name: Secretariat of IABC 2019
Volume: 6th
Page Range: p. 95
Item ID: 39060
Uncontrolled Keywords: Social marketing; benefit of social marketing and small-and medium-sized enterprises (SME); UiTM Cawangan Johor
URI: http://ir.uitm.edu.my/id/eprint/39060

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