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The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)

The study was conducted to investigate the effectiveness of social media as a marketing communication towards reputation building of Open University Malaysia (OUM). Based on the previous studies, three factors have been identified known as content, promotion and comprehensiveness of the informati...

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Main Author: Syariza Isahak,
Format: Thesis
Published: 2020
Subjects:
LB1028 Research - Education
HD Industries. Land use. Labor
LB2300 Higher Education
Online Access:http://library.oum.edu.my/repository/1371/1/library-document-1371.pdf
http://library.oum.edu.my/repository/1371/
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id my.oum.1371
record_format eprints
spelling my.oum.13712021-07-24T10:28:09Z The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM) Syariza Isahak, LB1028 Research - Education HD Industries. Land use. Labor LB2300 Higher Education The study was conducted to investigate the effectiveness of social media as a marketing communication towards reputation building of Open University Malaysia (OUM). Based on the previous studies, three factors have been identified known as content, promotion and comprehensiveness of the information. The population of this study are the students of OUM and the sample size were taken from students in Bangi Learning Centre through convenience sampling technique. This study adopts a quantitative research method approach with result of 211 respondents. To analyse the data, multiple linear regression analysis was adopted in this study. The findings of the study have shown enough evidences to support the hypotheses. All three variables indicated significant results. Comprehensive information is the highest variable perceived by the respondents, followed by promotion and content towards the reputation building of OUM. The implication of the study brings more understanding on the importance of enhancing the content, promotion and comprehensive information in the OUM social media. This will lead towards increasing the student’s enrolment and improve OUM brand equity. The conclusion of this study can be used to strengthen OUM reputation in social media as an effective marketing tool hence becoming a source of reference for students to choose Open Distance Learning (ODL) institutions to pursue their studies.(Abstract by authors) 2020 Thesis NonPeerReviewed text http://library.oum.edu.my/repository/1371/1/library-document-1371.pdf Syariza Isahak, (2020) The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM). Masters thesis, Open University Malaysia (OUM). http://library.oum.edu.my/repository/1371/
institution Open University Malaysia
building OUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Open University Malaysia
content_source OUM Knowledge Repository
url_provider http://library.oum.edu.my/repository/
topic LB1028 Research - Education
HD Industries. Land use. Labor
LB2300 Higher Education
spellingShingle LB1028 Research - Education
HD Industries. Land use. Labor
LB2300 Higher Education
Syariza Isahak,
The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
description The study was conducted to investigate the effectiveness of social media as a marketing communication towards reputation building of Open University Malaysia (OUM). Based on the previous studies, three factors have been identified known as content, promotion and comprehensiveness of the information. The population of this study are the students of OUM and the sample size were taken from students in Bangi Learning Centre through convenience sampling technique. This study adopts a quantitative research method approach with result of 211 respondents. To analyse the data, multiple linear regression analysis was adopted in this study. The findings of the study have shown enough evidences to support the hypotheses. All three variables indicated significant results. Comprehensive information is the highest variable perceived by the respondents, followed by promotion and content towards the reputation building of OUM. The implication of the study brings more understanding on the importance of enhancing the content, promotion and comprehensive information in the OUM social media. This will lead towards increasing the student’s enrolment and improve OUM brand equity. The conclusion of this study can be used to strengthen OUM reputation in social media as an effective marketing tool hence becoming a source of reference for students to choose Open Distance Learning (ODL) institutions to pursue their studies.(Abstract by authors)
format Thesis
author Syariza Isahak,
author_facet Syariza Isahak,
author_sort Syariza Isahak,
title The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
title_short The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
title_full The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
title_fullStr The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
title_full_unstemmed The Influence Of Social Media In Marketing Communication Strategies Towards Reputation Building Of Open University Malaysia (OUM)
title_sort influence of social media in marketing communication strategies towards reputation building of open university malaysia (oum)
publishDate 2020
url http://library.oum.edu.my/repository/1371/1/library-document-1371.pdf
http://library.oum.edu.my/repository/1371/
_version_ 1706959926476144640
score 13.211869

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