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

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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:
Creators
Email
Othman, Akmal Aini
UNSPECIFIED
Mohd Nor, Siti Aishah
UNSPECIFIED
Ismail, Normah
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof Dr. Saunah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr Mohd Halim
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Mohd Ariff Albakri, Associate Professor Dr. Intan Safinas
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Ahmad, Associate Professor Dr. Syahrul Ahmar
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Shamsuddin, Associate Professor Dr. Amanuddin
UNSPECIFIED
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
UiTM Journal Collections: 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: https://ir.uitm.edu.my/id/eprint/42295

ID Number

42295

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