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 (2020) Beneficial usage of social marketing for small and medium-sized enterprise (SME) in Johor / Hairiani Abdul Hamid ... [et al.]. Insight Journal : International, Refereed, Open Access, Online Journal, 6 (7). pp. 61-70. ISSN 2600-8564

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Abstract

The study that was carried out by the researchers is to find out the beneficial usage of social marketing for small-and medium-sized enterprises (SMEs) in Johor. A total of 100
sets of questionnaires have been distributed to the respondents at Nusajaya Johor. The respondents who were given the questionnaires were chosen using convenience sampling in order to get the data. It is a convenience kind of sampling which has been chosen by the researcher (repetition) The questionnaires are the primary data regarding the antecedents of social media usage and performance that benefit small-and medium-sized enterprises (SMEs). The independent variables obtained from the past research and modified 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 were then analysed by the researchers to get the final result that supports and answers the research objective. A few tests conducted in order to get the final result which can support the most suitable variable. The researchers 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: Article
Creators:
Creators
Email
Abdul Hamid, Hairiani
UNSPECIFIED
Kamarolzaman, Noraishah
UNSPECIFIED
Omar, Zurina
UNSPECIFIED
Wan Abdul Hamid, Wan Nazihah Najwa
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof. Dr. Saunah
UNSPECIFIED
Editor
Ismail, Dr. Noriah
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
Mohd Ariff Albakri, Assoc. Prof. Dr. Intan Safinas
UNSPECIFIED
Editor
Shamsuddin, Assoc. Prof. Dr. Hj Amanuddin
UNSPECIFIED
Editor
Zakaria, Assoc. Prof. Dr. Nor Balkish
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Mat Kamal, Dr. Siti Nuur-Ila
UNSPECIFIED
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
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 6
Number: 7
Page Range: pp. 61-70
Official URL: https://insightjournal.my/
Item ID: 42765
Related URLs:
Uncontrolled Keywords: Social marketing, small-and medium-sized enterprises, SMEs, UiTM Cawangan Johor
URI: https://ir.uitm.edu.my/id/eprint/42765

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42765

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