The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
Social media is leveraged by businesses at a discernible pace. Most often social media is used to instill brand awareness, to stimulate communication, to facilitate relationships, to spur information exchange and innovation, to track customers’ voice, and so forth. Despite the increasing imperati...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Book Section |
| Language: | English |
| Published: |
School of Social Sciences, USM
2017
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| Subjects: | |
| Online Access: | http://eprints.usm.my/39180/1/ART_6.pdf http://eprints.usm.my/39180/ |
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| Summary: | Social media is leveraged by businesses at a discernible pace. Most often social media is used
to instill brand awareness, to stimulate communication, to facilitate relationships, to spur
information exchange and innovation, to track customers’ voice, and so forth. Despite the
increasing imperative to the varieties of business routines, the measurement aspects of social
media marketing initiatives are limitedly discussed. Furthermore, the literature has found the lack
of firms’ sensitivity to measurement activities or success indicators for their social media
marketing investments. The purpose of this paper is to discuss the extent of social media
measurement practices in business from two contexts: first, in the prominent platform of social
networking sites, and second, in the perspective of Malaysian SMEs. A preliminary investigation
was conducted with 30 respondents from selected industry groups in services and manufacturing
sectors to acquire the well-informed data in the SMEs of the southern region. The findings have
shaped several themes of social media adoption and evaluation practices for Malaysian SMEs.
Accordingly, the barriers and future directions of measurement efforts on social media platform
are discussed. |
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