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You searched Library Catalogue - Title: Course design: developing programs and materials for language learning
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Call Number (WOU)
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SP CEMBA 2015 2
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Author
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Melvin, Mark Clyde
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Title
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The effect of social media marketing on consumer buying behavior for consumers aged between 24-45 years old in Penang, Malaysia / Melvin Mark Clyde
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Abstract
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The purpose of this research is to identify the impact that social media marketing will have on consumer buying behavior. The objective of the research will be to identify the extent to which the elements within social media such as customer experience, engagement, information, interactivity and post purchase behaviour that impact consumer buying behaviour. A theoretical framework was developed based on the independent and dependent variables. Five influential factors have been proposed to study the relationship and influence on consumer buying behaviour. The study will follow the the cross-sectional research design method where quantitative data will be collected and analyzed using surveys. The findings reveal that all five factors have a significant influencee on consumer buying behaviour with two factors showing a higher level of influence. Those two factors are customer engagement and customer experience. The findings generated from this study will benefits companies that are currently using or having the intention to use social media marketing as part of their overall marketing strategy. Understanding the way consumers react to social media gives marketers the opportunity to customize a unique and individual approach to marketing for different consumers groups at while at the same time enable these companies to create improved and more effective programs.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015
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Subject
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Mass media.
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Subject
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Consumer complaints.
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