Contributions social media toward firm’s fianancial performance

Chen, Mei Cin (2019) Contributions social media toward firm’s fianancial performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, social media become important marketing tools in the business. The online platform also becomes the current trend for this market. Therefore, this research is aim to find out how social media contribute toward a firm’s financial performance. There are three independents variables which are social media usage, customer engagements and customer relationship management while the dependents variable is a firm’s financial performance. All the data are collected through distributing the questionnaire in the Fashion and Beauty industry. There are 165 respondents participating in research and the data analysed by using SPSS Statistics. After the data analysed, the results show that only one independent variable is significant which is customer relationship management. This variable is the most significant in the research. Last but not least, these findings of the research could assist the marketer to understand how social media contributes toward the firm’s financial performance.

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