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Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman

As internet-based marketing utilizes channels of social media to interact and attract prospective customers to make online purchase for apparels there is a need to ascertain the extent to which salient features of social media such as customer engagement, attractive visual presentation and copywriti...

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Main Authors: Mohamad Sheriff, Nooraini, Zulkifli, Aisya Syahira, Wan Othman, Wan Nur Shahira
Format: Article
Language:English
Published: Universiti Teknologi MARA, Negeri Sembilan 2018
Subjects:
Social aspects. Social marketing
Sociology of knowledge
Online Access:http://ir.uitm.edu.my/id/eprint/30141/1/30141.pdf
http://ir.uitm.edu.my/id/eprint/30141/
https://nsembilan.uitm.edu.my/joacns/
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spelling my.uitm.ir.301412020-04-30T06:04:46Z http://ir.uitm.edu.my/id/eprint/30141/ Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman Mohamad Sheriff, Nooraini Zulkifli, Aisya Syahira Wan Othman, Wan Nur Shahira Social aspects. Social marketing Sociology of knowledge As internet-based marketing utilizes channels of social media to interact and attract prospective customers to make online purchase for apparels there is a need to ascertain the extent to which salient features of social media such as customer engagement, attractive visual presentation and copywriting that are capable of driving such purchase. A total of 128 usable questionnaires were included in this study. Distribution of online questionnaires was assisted where the online questionnaire link in Google document was emailed to the company’s sales team who in turn blasted the online questionnaire via email to all of their online customers in their data base. A positive significant (0.01) high correlation of .709 for customer engagement and .711 were obtained for visual presentation with online purchase for apparels. In addition, a positive significant (0.01) modest correlation of .653was secured for copywriting and online purchase of apparels. The study affirms that online firms using social media marketing must ensure they engage their online customers through discussions, reviews, contest and comments to understand them better and to build relationship between their brand and customer’s which has a positive impact on sales. Social media marketing too needs an exemplary visual presentation to explain abstract concepts and facilitates retention of information and maintain audience interest which ultimately has a positive impact on sale. Consequently, copywriting too performs an important role of convincing people about a product by transforming product features into benefits to convince readers into making a purchase. Universiti Teknologi MARA, Negeri Sembilan 2018 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/30141/1/30141.pdf Mohamad Sheriff, Nooraini and Zulkifli, Aisya Syahira and Wan Othman, Wan Nur Shahira (2018) Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman. Journal of Academia, 6 (2). pp. 28-37. ISSN 2289-6368 https://nsembilan.uitm.edu.my/joacns/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Social aspects. Social marketing
Sociology of knowledge
spellingShingle Social aspects. Social marketing
Sociology of knowledge
Mohamad Sheriff, Nooraini
Zulkifli, Aisya Syahira
Wan Othman, Wan Nur Shahira
Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
description As internet-based marketing utilizes channels of social media to interact and attract prospective customers to make online purchase for apparels there is a need to ascertain the extent to which salient features of social media such as customer engagement, attractive visual presentation and copywriting that are capable of driving such purchase. A total of 128 usable questionnaires were included in this study. Distribution of online questionnaires was assisted where the online questionnaire link in Google document was emailed to the company’s sales team who in turn blasted the online questionnaire via email to all of their online customers in their data base. A positive significant (0.01) high correlation of .709 for customer engagement and .711 were obtained for visual presentation with online purchase for apparels. In addition, a positive significant (0.01) modest correlation of .653was secured for copywriting and online purchase of apparels. The study affirms that online firms using social media marketing must ensure they engage their online customers through discussions, reviews, contest and comments to understand them better and to build relationship between their brand and customer’s which has a positive impact on sales. Social media marketing too needs an exemplary visual presentation to explain abstract concepts and facilitates retention of information and maintain audience interest which ultimately has a positive impact on sale. Consequently, copywriting too performs an important role of convincing people about a product by transforming product features into benefits to convince readers into making a purchase.
format Article
author Mohamad Sheriff, Nooraini
Zulkifli, Aisya Syahira
Wan Othman, Wan Nur Shahira
author_facet Mohamad Sheriff, Nooraini
Zulkifli, Aisya Syahira
Wan Othman, Wan Nur Shahira
author_sort Mohamad Sheriff, Nooraini
title Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
title_short Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
title_full Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
title_fullStr Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
title_full_unstemmed Salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / Nooraini Mohamad Sheriff, Aisya Syahira Zulkifli and Wan Nur Shahira Wan Othman
title_sort salient features of customer engagement, visual presentation and copywriting for effective social media marketing: an exploratory perspective / nooraini mohamad sheriff, aisya syahira zulkifli and wan nur shahira wan othman
publisher Universiti Teknologi MARA, Negeri Sembilan
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/30141/1/30141.pdf
http://ir.uitm.edu.my/id/eprint/30141/
https://nsembilan.uitm.edu.my/joacns/
_version_ 1685650615081893888
score 13.211869

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