A framework of social networking sites in measuring online customer engagement of best practice for small medium enterprises in Malaysia

• Main Author: Md Jani, Noraniza
• Format: Thesis
• Language: English; English
• Published: 2021
• Subjects: Q Science (General); QA Mathematics
• Online Access: http://eprints.utem.edu.my/id/eprint/26007/1/A%20framework%20of%20social%20networking%20sites%20in%20measuring%20online%20customer%20engagement%20of%20best%20practice%20for%20small%20medium%20enterprises%20in%20Malaysia.pdf; http://eprints.utem.edu.my/id/eprint/26007/2/A%20framework%20of%20social%20networking%20sites%20in%20measuring%20online%20customer%20engagement%20of%20best%20practice%20for%20small%20medium%20enterprises%20in%20Malaysia.pdf; http://eprints.utem.edu.my/id/eprint/26007/; https://plh.utem.edu.my/cgi-bin/koha/opac-detail.pl?biblionumber=121283

The growth of social media features and multi-directional digital communication has made it difficult for businesses to anticipate and regulate the behaviour of customers and prospects in the firm-initiated brand pages. With these issues, SMEs in Malaysia face complications in addressing customer engagement in the Social Networking Site (SNS) platform that they use extensively to market their products and services. The lacking of a practical approach to developing comprehensive measurement strategies for online customer engagement for these small industry players remains a question. Past research in a social media domain does not focus on aspects of measurement practices by SMEs for marketing on SNS. To resolve the issues, this study suggests a systematic investigation on this matter and the identification of antecedents and consequences of this construct on the illustrious SNS. Thus, this study has chosen the mixed-method design with the collection and analysis phases ranging from quantitative to qualitative on 125 SMEs and 315 customers. The quantitative data has generated frequencies through descriptive analysis to reflect the up-to-date information on customer engagement measurement. Inference analysis also was carried out to validate the antecedents and consequences of customer engagement. The qualitative data has produced codes and themes through code-based analysis to verify and extend results from the quantitative phase. Conclusively, this study integrates the results of qualitative and quantitative methods to propose a framework that guides customer measurement best practices called CEMiS. These achievements contribute to new insights and information for improving theory and knowledge in a study field of social media measurement and integrated marketing. It also provides invaluable practical guidance for relevant industry action and future researchers.