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Strategic use of social media for small business based on the AIDA model

Hassan, Shahizan and Ahmad Nadzim, Siti Zaleha and Shiratuddin, Norshuhada (2015) Strategic use of social media for small business based on the AIDA model. Procedia - Social and Behavioral Sciences, 172. pp. 262-269. ISSN 18770428

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This study proposes a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown.The focus group discussion was used for data gathering involving twenty two small business entrepreneurs.The finding shows that the model can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.

Item Type: Article
Uncontrolled Keywords: Social media, social media marketing, AIDA model, social media strategy
Subjects: H Social Sciences > HB Economic Theory
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Prof. Dr. Shahizan Hassan
Date Deposited: 10 Aug 2015 08:40
Last Modified: 13 Apr 2016 07:02
URI: http://repo.uum.edu.my/id/eprint/15082

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