A study on the impact of social media on student’s business performance in Melaka

Saharuddin, Nurul Ain (2018) A study on the impact of social media on student’s business performance in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The main objective of this paper is to investigate the impact of social media on student’s business performance in Melaka.Social media has completely transformed the way businesses are done.Social media applications in the present time have become the platform most efficient and effective tools for student conducting their business and normally they use social media to advertise and public their products.They make page for their product and warmly welcome any suggestions,comments and opinions from the followers and customers which will help them improving their business.However to achieve this,this was guided by two objectives:To evaluate the current effect of social media on student’s business performance; and to identify the relationship between social media used and student’s business performance.A research framework is developed to understand the factor of performance that influenced by social media use in business.The survey data was collected from 382 respondents from 3 differents universities through snowball technique. The gathered data were analysed by using Statistical Pakage for Social Science (SPSS) version 22.0 software for descriptive and regression analysis.The results shows all th factors of performance have significant impact of the use of social media in business.Business performance,marketing ,brand awareness and value of deliver are the significant variables to business performance.This research also give implication to knowledge and practical contribution. Limitation and recommendation also proposed for the future research.

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