Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective
The purpose of this study is to determine the relative importance of facbook as compared to other strategies such as affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is performed in the study. The study chooses 303 Malaysi...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INSI Publications
2013
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/34487/1/Effectiveness_of_Facebook_towards_Online_Brand_Awareness%E2%80%AF_A_Study_on_Malaysian_Facebook_Users_Perspective.pdf |
| _version_ | 1825647778381955072 |
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| author | Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana |
| author_facet | Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana |
| author_sort | Haque, A. K. M. Ahasanul |
| collection | IIUM |
| description | The purpose of this study is to determine the relative importance of facbook as compared to
other strategies such as affiliate marketing and word of mouth in creating online brand awareness. Both
exploratory and confirmatory factor analysis is performed in the study. The study chooses 303
Malaysian frequent internet users as the respondents. In confirmatory factor analysis, a structural
equation modelling (SEM) approach is applied to determine the relationship among the exogenous and
endogenous constructs. The study finds facebook as the most influential online brand awareness
creating strategies followed by the affiliated marketing and online word of mouth. In creating the
online brand awareness; all the strategies have positive influence, however. The study can be a useful
guideline for managerial implication in practice. |
| first_indexed | 2024-03-05T23:22:37Z |
| format | Article |
| id | oai:generic.eprints.org:34487 |
| institution | International Islamic University Malaysia |
| language | English |
| last_indexed | 2024-03-05T23:22:37Z |
| publishDate | 2013 |
| publisher | INSI Publications |
| record_format | dspace |
| spelling | oai:generic.eprints.org:344872014-01-20T02:23:49Z http://irep.iium.edu.my/34487/ Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana H61.8 Communication of information HF5001 Business. Business Administration The purpose of this study is to determine the relative importance of facbook as compared to other strategies such as affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is performed in the study. The study chooses 303 Malaysian frequent internet users as the respondents. In confirmatory factor analysis, a structural equation modelling (SEM) approach is applied to determine the relationship among the exogenous and endogenous constructs. The study finds facebook as the most influential online brand awareness creating strategies followed by the affiliated marketing and online word of mouth. In creating the online brand awareness; all the strategies have positive influence, however. The study can be a useful guideline for managerial implication in practice. INSI Publications 2013 Article PeerReviewed application/pdf en http://irep.iium.edu.my/34487/1/Effectiveness_of_Facebook_towards_Online_Brand_Awareness%E2%80%AF_A_Study_on_Malaysian_Facebook_Users_Perspective.pdf Haque, A. K. M. Ahasanul and Momen, Abdul and Sultana, Seyama and Yasmin, Farzana (2013) Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective. Australian Journal of Basic and Applied Sciences, 7 (2). pp. 197-203. ISSN 1991-8178 |
| spellingShingle | H61.8 Communication of information HF5001 Business. Business Administration Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title | Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title_full | Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title_fullStr | Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title_full_unstemmed | Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title_short | Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective |
| title_sort | effectiveness of facebook towards online brand awareness a study on malaysian facebook users perspective |
| topic | H61.8 Communication of information HF5001 Business. Business Administration |
| url | http://irep.iium.edu.my/34487/1/Effectiveness_of_Facebook_towards_Online_Brand_Awareness%E2%80%AF_A_Study_on_Malaysian_Facebook_Users_Perspective.pdf |
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