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

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 aim...

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Main Author: Daud, Nurul Zakiyah
Format: Research Reports
Language:English
Published: 2022
Subjects:
Branding (Marketing)
Online social networks
Online Access:https://ir.uitm.edu.my/id/eprint/64832/1/64832.pdf
https://ir.uitm.edu.my/id/eprint/64832/
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id my.uitm.ir.64832
record_format eprints
spelling my.uitm.ir.648322023-05-27T03:29:23Z https://ir.uitm.edu.my/id/eprint/64832/ The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud Daud, Nurul Zakiyah Branding (Marketing) Online social networks 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. 2022-08-01 Research Reports NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/64832/1/64832.pdf The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud. (2022) [Research Reports] <http://terminalib.uitm.edu.my/64832.pdf> (Unpublished)
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 Branding (Marketing)
Online social networks
spellingShingle Branding (Marketing)
Online social networks
Daud, Nurul Zakiyah
The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
description 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.
format Research Reports
author Daud, Nurul Zakiyah
author_facet Daud, Nurul Zakiyah
author_sort Daud, Nurul Zakiyah
title The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
title_short The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
title_full The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
title_fullStr The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
title_full_unstemmed The predictors of social media brand engagement : Basmathi Rice industry perspective / Nurul Zakiyah Daud
title_sort predictors of social media brand engagement : basmathi rice industry perspective / nurul zakiyah daud
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/64832/1/64832.pdf
https://ir.uitm.edu.my/id/eprint/64832/
_version_ 1768011493992824832
score 13.211869

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