Understanding the use of Facebook page: a case study of Minda Teguh Marketing Sdn.Bhd / Ardilla Ghazali

Ghazali, Ardilla (2018) Understanding the use of Facebook page: a case study of Minda Teguh Marketing Sdn.Bhd / Ardilla Ghazali. [Student Project] (Unpublished)


As at April 2018, Facebook has been the most popular networks worldwide and was ranked by having the highest number of active accounts (Statista, 2018). The- content in company's social media play an important role in comparing either the content is interesting or lame. If the customers are not interested or trust the information in social media, they might switch to other competitors who can convince them more than the company does. The study aims to understand how Minda Teguh Marketing Sdn Bhd uses their Facebook page and to propose how they can be improved. From this study, researcher can understand more about how customers behave and their participation on Facebook page of the business. To achieve the objectives, researcher analyzes and observes the company's Facebook page. This can accomplish through the content analysis method based on qualitative research. Researcher analyzed and screened the Facebook pages of both company. The findings indicated Life Sdn Bhd (ALSB) have more followers and likers than MTMSB does. Moreover, in terms of frequency or actively posting content on Facebook page, MTMSB are more consistent than ALSB. In terms of number of like, comment, and share, ALSB has always had the consistent amount of people that like, comment, and share. In addition, researcher can see that MTMSB have utilizing all of the Facebook criteria post contents like photos advertisement, video/audio advertisement, promotion, festivals or events, online interactive, live video, and contest like sweepstakes, or games. For ALSB, they are more focusing on Online Interactive like shared testimony from customers. Lastly, for elements of RACE, based on every post, ALSB have better performance and have achieved the elements of Reach, Act and Engage well than MTMSB. Even though the number 'Of posts for MTMSB is more than ALSB, ALSB have better
audience/customers that always engage with them.


Item Type: Student Project
Email / ID Num.
Ghazali, Ardilla
Email / ID Num.
Thesis advisor
Mohamad Malon, Mardziyana
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management
Programme: Bachelor of Business Administrations (Marketing)
Keywords: Facebook, customer behavior, UiTM Cawangan Johor
Date: 2018
URI: https://ir.uitm.edu.my/id/eprint/49705
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