The application of marketing activity in facebook influence the brand equity case study in Drego Import / Mohd Azrin Nanang

Nanang, Mohd Azrin (2017) The application of marketing activity in facebook influence the brand equity case study in Drego Import / Mohd Azrin Nanang. [Student Project] (Unpublished)

Abstract

This study was conducted to determine how Facebook can be used to influence the brand equity of the product. 100 respondents were asked to answer the questionnaire which distributed online on the Facebook page of Drego Imports. This study enable company to determine how Facebook can be used to enhance the brand equity of the brand. As the brand play essential part in customer purchase decision, high brand equity is important for every brand. The result from this study shows that Facebook applications such as Advertisement, Online social communities and online word of mouth (eWOM) influencing brand equity of Drego Import product/brand. Furthermore, there are positive relationship between Facebook applications with Drego Import brand equity. So, in order to increase the brand equity of Drego Import product/brand, it is suggested that the company to increase the number of media social used as platform Besides, the company also can hire an expert in media social marketing to increase the effectiveness of the posting

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Nanang, Mohd Azrin
2014698914
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Kholib Jati, Muhamad Khodri
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (HONS) Marketing
Keywords: Facebook; brand equity; marketing
Date: 2017
URI: https://ir.uitm.edu.my/id/eprint/89891
Edit Item
Edit Item

Download

[thumbnail of 89891.pdf] Text
89891.pdf

Download (238kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:
On Shelf

ID Number

89891

Indexing

Statistic

Statistic details