Effectiveness of Facebook as promotional tool for AK Maju Resources Sdn. Bhd. / Nurul Amani Md Ikram

Promotional tools include advertising, sales promotion, public relations, direct response marketing and personal selling. The use of social networking sites (SNS) has been phenomenal in the past few years. Facebook, one of the most popular SNS, has reached millions of users. Now it is a place where consumers can learn more about their favorite companies and their products they sell. It also becomes one of the promotional tools for business as it helped to make promotional activities easier. On top of that, customer can gain awareness on the companies' products. This study proposes to identify the level of effectiveness of Facebook as one of a promotional tool for AKMR and the independent variables are customer awareness, promotional activities and customers' perception responses. A survey was conducted in Segamat and the questionnaires were #istributed randomly by using a simple random sampling method to 100 respondents. Results from the findings proved that by having a better understanding on the effectiveness of Facebook as one of a promotional tool for AKMR on customer awareness, promotional activities and customers' perception responses, the company can plan better future strategies which customers can easily recognize and become more aware about AKMR.