Factors Influencing The Effectiveness Of Social Media Marketing In Online SME In Melaka, Malaysia

Nurul Afifah, Alias (2015) Factors Influencing The Effectiveness Of Social Media Marketing In Online SME In Melaka, Malaysia. Project Report. UTeM., Melaka.. (Submitted)

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Abstract

The intense competitions among businesses have leading to the emergence of online SMEs or E-commerce in which they take an opportunity with the extensiveness use of Internet and social media among people. The adoption of social media marketing may be the purposeful factor for an organization to be success and survive. This research projects which aimed to identify the element of the customer engagement, brand reputation and image and customer brand attitudes toward online SMEs performance in Melaka, Malaysia. Besides that, this research investigates the relationship between the customer engagement, brand reputation and image and customer brand attitudes and the online SMEs performance in Melaka, Malaysia. A survey was carried out through a set of questionnaires to examine the successful key factors of the customer engagement, brand reputation and image and customer brand attitudes of the online SMEs. The sample selected comprised of 100 online companies in Melaka, Malaysia. The data gathered were analyzed using descriptive analysis. The study found that the effectiveness of social media marketing was influenced by customer brand attitudes. However, there IS no direct relationship between customer engagement and the online SMEs performance. Details of the research findings and their implications are discussed.

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