Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic.
The coronavirus disease 2019 (COVID-19) pandemic has exerted a wide range of effects on electronic (e)-commerce and technology and even forced some retail stores to cease operations. The e-commerce and online retail application use increased significantly during the pandemic. This trend prompted soc...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Academy of Taiwan Information Systems Research
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/105611/1/AiChinThoo2023_SocialMediaInteractionBrandEngagementBrandAwareness.pdf |
| _version_ | 1811132168240365568 |
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| author | Thoo, Ai Chin Yap, Kai Ying Hang, See Pheng Huam, Hon Tat |
| author_facet | Thoo, Ai Chin Yap, Kai Ying Hang, See Pheng Huam, Hon Tat |
| author_sort | Thoo, Ai Chin |
| collection | ePrints |
| description | The coronavirus disease 2019 (COVID-19) pandemic has exerted a wide range of effects on electronic (e)-commerce and technology and even forced some retail stores to cease operations. The e-commerce and online retail application use increased significantly during the pandemic. This trend prompted social media, which is an effective marketing channel, to communicate brand-related information by stimulating brand engagement and brand knowledge among consumers. In this case study, a traditional Chinese pastry shop faced the issues of low brand awareness and brand image due to limited social media interaction. Before a comprehensive social marketing plan was designed for the shop, the general factors that influenced the brand awareness and brand image of pastry shops were examined. A quantitative method was used where surveys were distributed via Google Forms. Purposive sampling was performed, and data were collected from respondents who used social media platforms to interact with others in Malaysia to buy pastry products. The total usable data for the study was 169. The findings demonstrated that there were positive significant relationships between social media interaction, customer brand engagement, brand awareness, and brand image. The marketing strategies implemented on the Facebook page of the traditional Chinese pastry shop for two months successfully and effectively increased its brand awareness and brand image, which indicated that social media interaction was the best strategy to develop brand awareness and brand image for the pastry shop. This study provided deeper insight into social media interactions for the retail industry to enhance brand awareness and brand image during the COVID-19 pandemic. |
| first_indexed | 2024-09-23T23:58:38Z |
| format | Article |
| id | utm.eprints-105611 |
| institution | Universiti Teknologi Malaysia - ePrints |
| language | English |
| last_indexed | 2024-09-23T23:58:38Z |
| publishDate | 2023 |
| publisher | Academy of Taiwan Information Systems Research |
| record_format | dspace |
| spelling | utm.eprints-1056112024-05-05T06:50:50Z http://eprints.utm.my/105611/ Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. Thoo, Ai Chin Yap, Kai Ying Hang, See Pheng Huam, Hon Tat HD28 Management. Industrial Management The coronavirus disease 2019 (COVID-19) pandemic has exerted a wide range of effects on electronic (e)-commerce and technology and even forced some retail stores to cease operations. The e-commerce and online retail application use increased significantly during the pandemic. This trend prompted social media, which is an effective marketing channel, to communicate brand-related information by stimulating brand engagement and brand knowledge among consumers. In this case study, a traditional Chinese pastry shop faced the issues of low brand awareness and brand image due to limited social media interaction. Before a comprehensive social marketing plan was designed for the shop, the general factors that influenced the brand awareness and brand image of pastry shops were examined. A quantitative method was used where surveys were distributed via Google Forms. Purposive sampling was performed, and data were collected from respondents who used social media platforms to interact with others in Malaysia to buy pastry products. The total usable data for the study was 169. The findings demonstrated that there were positive significant relationships between social media interaction, customer brand engagement, brand awareness, and brand image. The marketing strategies implemented on the Facebook page of the traditional Chinese pastry shop for two months successfully and effectively increased its brand awareness and brand image, which indicated that social media interaction was the best strategy to develop brand awareness and brand image for the pastry shop. This study provided deeper insight into social media interactions for the retail industry to enhance brand awareness and brand image during the COVID-19 pandemic. Academy of Taiwan Information Systems Research 2023 Article PeerReviewed application/pdf en http://eprints.utm.my/105611/1/AiChinThoo2023_SocialMediaInteractionBrandEngagementBrandAwareness.pdf Thoo, Ai Chin and Yap, Kai Ying and Hang, See Pheng and Huam, Hon Tat (2023) Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. International Journal of Electronic Commerce Studies, 14 (1). pp. 25-56. ISSN 2073-9729 http://dx.doi.org/10.7903/ijecs.2125 DOI: 10.7903/ijecs.2125 |
| spellingShingle | HD28 Management. Industrial Management Thoo, Ai Chin Yap, Kai Ying Hang, See Pheng Huam, Hon Tat Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title | Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title_full | Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title_fullStr | Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title_full_unstemmed | Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title_short | Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic. |
| title_sort | social media interaction brand engagement brand awareness and brand image of a traditional chinese pastry shop during the covid 19 pandemic |
| topic | HD28 Management. Industrial Management |
| url | http://eprints.utm.my/105611/1/AiChinThoo2023_SocialMediaInteractionBrandEngagementBrandAwareness.pdf |
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