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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: Md Jania, Noraniza, Zakaria, Mohd Hafiz, Maksom, Zulisman, M. Haniff, Md. Shariff
Other Authors: A. Kadir, Nadhrah
Format: Book Section
Language:English
Published: School of Social Sciences, USM 2017
Subjects:
H1-99 Social sciences (General)
Online Access:http://eprints.usm.my/39180/1/ART_6.pdf
http://eprints.usm.my/39180/
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spelling my.usm.eprints.39180 http://eprints.usm.my/39180/ The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement Md Jania, Noraniza Zakaria, Mohd Hafiz Maksom, Zulisman M. Haniff, Md. Shariff H1-99 Social sciences (General) 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. School of Social Sciences, USM A. Kadir, Nadhrah Rahmat, Siti Rahyla Mohd Tayeb, Azmil Mohd, Saidatulakmal 2017 Book Section PeerReviewed application/pdf en http://eprints.usm.my/39180/1/ART_6.pdf Md Jania, Noraniza and Zakaria, Mohd Hafiz and Maksom, Zulisman and M. Haniff, Md. Shariff (2017) The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement. In: Social Sciences Postgraduate International Seminar (SSPIS) 2017. School of Social Sciences, USM, Pulau Pinang, Malaysia, pp. 36-43. ISBN 9789671544013
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic H1-99 Social sciences (General)
spellingShingle H1-99 Social sciences (General)
Md Jania, Noraniza
Zakaria, Mohd Hafiz
Maksom, Zulisman
M. Haniff, Md. Shariff
The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
description 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.
author2 A. Kadir, Nadhrah
author_facet A. Kadir, Nadhrah
Md Jania, Noraniza
Zakaria, Mohd Hafiz
Maksom, Zulisman
M. Haniff, Md. Shariff
format Book Section
author Md Jania, Noraniza
Zakaria, Mohd Hafiz
Maksom, Zulisman
M. Haniff, Md. Shariff
author_sort Md Jania, Noraniza
title The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
title_short The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
title_full The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
title_fullStr The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
title_full_unstemmed The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
title_sort extent of social media practices in malaysian sme: migrating from adoption to measurement
publisher School of Social Sciences, USM
publishDate 2017
url http://eprints.usm.my/39180/1/ART_6.pdf
http://eprints.usm.my/39180/
_version_ 1643709576204255232
score 13.211869

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