Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective

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...

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Main Authors: Haque, A. K. M. Ahasanul, Momen, Abdul, Sultana, Seyama, Yasmin, Farzana
Format: Article
Language:English
Published: INSI Publications 2013
Subjects:
H61.8 Communication of information
HF5001 Business. Business Administration
Online Access:http://irep.iium.edu.my/34487/
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
id iium-34487
recordtype eprints
spelling iium-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
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
topic H61.8 Communication of information
HF5001 Business. Business Administration
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
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.
format Article
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
title 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_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_sort effectiveness of facebook towards online brand awareness : a study on malaysian facebook users perspective
publisher INSI Publications
publishDate 2013
url http://irep.iium.edu.my/34487/
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
first_indexed 2023-09-18T20:49:43Z
last_indexed 2023-09-18T20:49:43Z
_version_ 1777409912297488384

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