Customer Perception Towards The effectiveness Of Social Media marketing On Retail Fashion
The main objective of this study is to identify the factors that influence customer perception towards the effectiveness of social media marketing on retail fashion. This study focuses on the Stimulus-Organism-Response Model (SOR). Generally the study is to investigate the influence of customer char...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak (UNIMAS)
2017
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| Online Access: | http://ir.unimas.my/id/eprint/33665/1/Rebecca%20Su.pdf http://ir.unimas.my/id/eprint/33665/ |
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| Summary: | The main objective of this study is to identify the factors that influence customer perception towards the effectiveness of social media marketing on retail fashion. This study focuses on the Stimulus-Organism-Response Model (SOR). Generally the study is to investigate the influence of customer characteristics, social media features and environmental characteristics on customer perception which will effect behavioural intentions in Kuching. The result shows that customer characteristics, social media features and environmental characteristics do have a certain level of influence towards the effectiveness of social media marketing on retail fashion and behavioural intentions but a lot of improvements can still be done for increased
effectiveness. |
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