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Social media marketing and online small and medium enterprises performance: perspective of Malaysian small and medium enterprises


Musa, Haslinda and Ab Rahim, Namirah and Azmi, Fadhlur Rahim and Shibghatullah, Abdul Samad and Othman, Norfaridatul Akmaliah (2016) Social media marketing and online small and medium enterprises performance: perspective of Malaysian small and medium enterprises. International Review of Management and Marketing, 6 (S7). pp. 1-8. ISSN 2146-4405

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Abstract

This paper aims to investigate the effectiveness of social media marketing (SMM) practices to organizational performance, which focuses on Malaysian small and medium enterprises (SMEs). Quantitative research method approach is applied to study three types of correlations: (1) Brand reputation and image and online SMEs performances, (2) customer engagement and online SMEs performances, and (3) customer brand attitudes and online SMEs performances.Findings revealed that all of the independent variables were significant and have moderate relationship to the online SMEs performances.This study provided a transparent idea, which more clears on true important factors of SMM and online SMEs performances.The results of this study are believed would facilitate and motivate the SMEs in social media practice for marketing activities.Besides contribution to practice, the paper also contributed to the knowledge in internet technology.

Item Type: Article
Additional Information: Special Issue for "International Soft Science Conference (ISSC 2016), 11-13 April 2016, Universiti Utara Malaysia, Malaysia"
Uncontrolled Keywords: Social Media Marketing, Brand, SME Performances
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 06 Dec 2016 08:17
Last Modified: 06 Dec 2016 08:17
URI: http://repo.uum.edu.my/id/eprint/20231

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