The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud

Daud, Nurul Zakiyah (2022) The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud. [Research Reports] (Unpublished)


Despites the changes in the technologies require the firm to reconstruct their marketing strategies in the digital domain. Currently, there are significant portion of the associated research is focused more on the customer engagement through the social media. The main purpose of this study is to aims the contribution of the social media research by proposing a testing model which is Social Media Brand Involvement and Social Media Brand communication as a relevant outcome of the Social Media Brand Engagement. Based on the research, there are several problems that faced by the MYA Construction Sdn. Bhd company which is small market share in the industry, trusted brand is low and the profit of the company is not achieved. The instrument that had been used by the researches is using the questionnaire to collect the data. The finding shows that the influence of Social Media Brand Involvement of Social Media Brand Engagement is higher rather than the influence of Social Media Brand Communication. The objective of this study has been accomplished since the researcher ware capable to determine the factors that influence the dependent variable. The company can improve their social media brand involvement by using hashtag, posting and InstaVideo. Thus, the results could help the company to manage their social media tools to design the marketing strategies in the context of social media.


Item Type: Research Reports
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Daud, Nurul Zakiyah
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HM Sociology > Groups and organizations > Social groups. Group dynamics > Social networks > Online social networks
Divisions: Universiti Teknologi MARA, Perlis > Arau Campus > Faculty of Business and Management
Keywords: Social Media ; Brand Engagement ; Brand Involvement
Date: 1 August 2022
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