The influence of social media marketing activities on brand equity / Akmal Aini Othman, Siti Aishah Mohd Nor and Normah Ismail

Othman, Akmal Aini and Mohd Nor, Siti Aishah and Ismail, Normah (2019) The influence of social media marketing activities on brand equity / Akmal Aini Othman, Siti Aishah Mohd Nor and Normah Ismail. Insight Journal : International, Refereed, Open Access, Online Journal, 5 (19). pp. 161-168. ISSN 2600-8564

Abstract

There are new ways which have been made available for companies and brands to market their products and services with the existence of social media. However, there is insufficient evidence on how the social media marketing activities may influence brand equity, particularly brand awareness, especially in Malaysia. This study is carried out in order to investigate the influence of social media marketing activities on brand awareness. It has adapted framework from previous research by classifying social media marketing activities as entertainment, customization, trendiness, and perceived risk. The questionnaires were distributed online through Facebook to 110 respondents who follow Company A’s social media page. The results indicate that all four independent variables significantly influence brand awareness.

Metadata

Item Type: Article
Creators:
CreatorsEmail / ID. Num
Othman, Akmal AiniUNSPECIFIED
Mohd Nor, Siti AishahUNSPECIFIED
Ismail, NormahUNSPECIFIED
Contributors:
ContributionNameID Num. / Email
Chief EditorZainon, Assoc. Prof Dr. SaunahUNSPECIFIED
EditorRaja Ahmad, Assoc. Prof Dr. Raja AdzrinUNSPECIFIED
EditorSoo, Assoc. Prof. Dr. Carolyn Kum YokeUNSPECIFIED
EditorKadri, Assoc. Prof. Dr Mohd HalimUNSPECIFIED
EditorIsmail, Dr. NoriahUNSPECIFIED
EditorMohd Ariff Albakri, Associate Professor Dr. Intan SafinasUNSPECIFIED
EditorKhairani, Dr. Noor SufiawatiUNSPECIFIED
EditorOthman, Dr. Akmal AiniUNSPECIFIED
EditorIsmail, Dr. NorashikinUNSPECIFIED
EditorAhmad, Associate Professor Dr. Syahrul AhmarUNSPECIFIED
EditorMisman, Dr. Faridah NajunaUNSPECIFIED
EditorShamsuddin, Associate Professor Dr. AmanuddinUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
Journal: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 5
Number: 19
Page Range: pp. 161-168
Official URL: https://insightjournal.my/
Item ID: 42295
Related URLs:
Uncontrolled Keywords: Brand equity, Brand awareness, Social media, Marketing activities, Interaction, Trendiness; UiTM Cawangan Johor
URI: http://ir.uitm.edu.my/id/eprint/42295

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