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Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]

The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary su...

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Main Authors: Abdullah, Siti Asmahanim, Abdul Razak, Affify Shuhada, Kamaruddin, Noor Jannah
Format: Thesis
Language:English
Published: 2018
Subjects:
Social aspects. Social marketing
Marketing
Online Access:https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf
https://ir.uitm.edu.my/id/eprint/43507/
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id my.uitm.ir.43507
record_format eprints
spelling my.uitm.ir.435072022-11-29T02:12:11Z https://ir.uitm.edu.my/id/eprint/43507/ Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.] Abdullah, Siti Asmahanim Abdul Razak, Affify Shuhada Kamaruddin, Noor Jannah Social aspects. Social marketing Marketing The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary survey, survey of competitors assessment, questionnaire, and experimenting with the Facebook page of ‘MBA UiTM Kedah’. Utilizing the data from experiment on Facebook page MBA UiTM KedalT shows that those variables are important to increase brand awareness of EMBA UiTM Kedah program. In the experiment, ‘investment’ in FB Ads plays as the strongest variable to increase brand awareness. Moreover, the quantitative analysis using SPSS software also shows that the variables of ‘perceived usefulness', ‘quality content’, engagement’, and ‘investment’ in FB Ads are statistically significant to brand awareness. Therefore, recommended strategies are to include the priority towards improvement of Facebook page activities, utilizing FB Ads function, and hiring Facebook marketing workforce. In summary, as one of the marketing approach, the owner of EMBA UiTM Kedah should use this study as valuable data to increase brand awareness of the program using Facebook as platform. 2018-01-04 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]. (2018) Masters thesis, thesis, Universiti Teknologi MARA Cawangan Kedah.
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
Marketing
spellingShingle Social aspects. Social marketing
Marketing
Abdullah, Siti Asmahanim
Abdul Razak, Affify Shuhada
Kamaruddin, Noor Jannah
Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
description The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary survey, survey of competitors assessment, questionnaire, and experimenting with the Facebook page of ‘MBA UiTM Kedah’. Utilizing the data from experiment on Facebook page MBA UiTM KedalT shows that those variables are important to increase brand awareness of EMBA UiTM Kedah program. In the experiment, ‘investment’ in FB Ads plays as the strongest variable to increase brand awareness. Moreover, the quantitative analysis using SPSS software also shows that the variables of ‘perceived usefulness', ‘quality content’, engagement’, and ‘investment’ in FB Ads are statistically significant to brand awareness. Therefore, recommended strategies are to include the priority towards improvement of Facebook page activities, utilizing FB Ads function, and hiring Facebook marketing workforce. In summary, as one of the marketing approach, the owner of EMBA UiTM Kedah should use this study as valuable data to increase brand awareness of the program using Facebook as platform.
format Thesis
author Abdullah, Siti Asmahanim
Abdul Razak, Affify Shuhada
Kamaruddin, Noor Jannah
author_facet Abdullah, Siti Asmahanim
Abdul Razak, Affify Shuhada
Kamaruddin, Noor Jannah
author_sort Abdullah, Siti Asmahanim
title Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_short Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_full Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_fullStr Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_full_unstemmed Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_sort increasing brand awareness of emba uitm (kedah) program using facebook as platform / siti asmahanim abdullah ... [et al.]
publishDate 2018
url https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf
https://ir.uitm.edu.my/id/eprint/43507/
_version_ 1751539799496327168
score 13.211869

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