Examining the consumer attitudes on the application of social networking sites by micro and small businesses

Maskotem, Nur Fasrina (2020) Examining the consumer attitudes on the application of social networking sites by micro and small businesses. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) Examining The Consumer Attitudes On The Application Of Social Networking Sites By Micro And Small Businesses.pdf - Submitted Version Download (619kB)
	Text (Full text) Examining the consumer attitudes on the application of social networking sites by micro and small businesses.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

Social networking sites has been rapidly growing as a central communication channel in today’s society. Social networking sites (SNS) give a lot of opportunities for business. First of all, businesses can make advertise their product in an easy way. A lot of SNS users can see companies’ advertisements when they use SNS for a different purpose. For marketing management, attitude for advertising is very important. Because consumers’ attitude is an important factor in influencing consumers’ purchase intention. The purpose of this research is to examine the consumers’ perceptions towards social networking sites, to determine the relationship between Perceived Usefulness, Perceived Ease of Use and Perceived Risk towards social networking sites and to identify the most influence factor of consumer attitude towards social networking sites. The data were collected using questionnaires from 379 consumers in Ayer Keroh, Malacca. The result of the analysis showed that perceived usefulness, perceived ease of use and perceived risk had significant in consumers’ attitude on the application of social networking sites by micro and small businesses. Perceived ease of use was the most accepted factor on consumers’ attitude. The results of this study contribute to know the perceptions and their consumers’ attitudes of marketers in Malaysian market especially in Malacca.

Actions (login required)

View Item