Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]

The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary survey, survey of competitors assessment, questionnaire, and experimenting with the Facebook page of ‘MBA UiTM Kedah’. Utilizing the data from experiment on Facebook page MBA UiTM KedalT shows that those variables are important to increase brand awareness of EMBA UiTM Kedah program. In the experiment, ‘investment’ in FB Ads plays as the strongest variable to increase brand awareness. Moreover, the quantitative analysis using SPSS software also shows that the variables of ‘perceived usefulness', ‘quality content’, engagement’, and ‘investment’ in FB Ads are statistically significant to brand awareness. Therefore, recommended strategies are to include the priority towards improvement of Facebook page activities, utilizing FB Ads function, and hiring Facebook marketing workforce. In summary, as one of the marketing approach, the owner of EMBA UiTM Kedah should use this study as valuable data to increase brand awareness of the program using Facebook as platform.