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Impact of social media on Malaysia small medium enterprises (SME's) brand awareness towards UiTM degree students / Onn Yakqub Abdul Aziz

Problem: Due to the rapid growth of the internet and its usage as a channel for shopping, surveying, promoting and many more, customers are able to browse their preference product or service from any place at my time with only a few clicks of their fingers. Besides that, people are doing business o...

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Bibliographic Details
Main Author: Abdul Aziz, Onn Yakqub
Format: Student Project
Language:English
Published: 2015
Subjects:
Small business. Medium-sized business
Social aspects. Social marketing
Branding (Marketing)
Market segmentation. Target marketing
Market surveys. Including brand choice. Brand loyalty
Online Access:https://ir.uitm.edu.my/id/eprint/68403/1/68403.pdf
https://ir.uitm.edu.my/id/eprint/68403/
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Summary:Problem: Due to the rapid growth of the internet and its usage as a channel for shopping, surveying, promoting and many more, customers are able to browse their preference product or service from any place at my time with only a few clicks of their fingers. Besides that, people are doing business online and trade has become easier and faster due to social media. The internet offers new ways to promote business all around the world to everyone that has access to it. However, Malaysia is a developing country due to its technology changing has rapid increase from years to years. It can show that how the company in Malaysia needs to compete with each other in order to increase their brand image in order to compete with the big companies. Purpose: This study is aiming to identify impact of social media on small medium enterprises (SME's) brand awareness towards UITM degree students and the relationship between every factor with brand awareness. Research question: 1. Does customers engagement has a strong relationship with brand awareness of UITM degree student 2. Does brand exposure has a strong relationship with brand awareness of UITM degree student 3. Does Electronic-Word-of-Mouth has a strong relationship with brand awareness of UITM degree student Method: Quantitative method was adopted in this study. A questionnaire-based survey is used as a tool to collect the data by questioning specific variables. Both primary and secondary types of data collection were used for this research.

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