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The Evaluation of Social Media Practice in Malaysia by Small and Medium Enterprises
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Author(s): Noraniza Binti Md Jani (Universiti Teknikal Malaysia Melaka, Malaysia)and Mohd Hafiz Bin Zakaria (Universiti Teknikal Malaysia Melaka, Malaysia)
Copyright: 2020
Pages: 15
Source title:
Employing Recent Technologies for Improved Digital Governance
Source Author(s)/Editor(s): Vasaki Ponnusamy (Universiti Tunku Abdul Rahman, Malaysia), Khalid Rafique (Azad Jammu and Kashmir Information Technology Board, Pakistan)and Noor Zaman (Taylor's University, Malaysia)
DOI: 10.4018/978-1-7998-1851-9.ch010
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Abstract
The adoption of social media by large businesses has influenced small medium enterprises (SMEs) to be part of this phenomenon. Evaluating the results of the online efforts is a prerequisite to the success of social media adoption. As more branding activities move online, marketers are faced with the realisation that brands and businesses are not always relevant in all the social media facets. The study is aimed at solving the question of how SMEs in Malaysia are evaluating their online marketing efforts. The quantitative survey was deployed across six states in Peninsular Malaysia to get feedback from 125 active firms from different size, sector, year of establishment, and period of use of social media. The pattern of all these participants conducting the evaluation phase on the social media platform is descriptively examined from quantitative findings. It is used to formulate new information into literature and body of knowledge. Research implications in the practical and social form are also discussed.
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