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

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

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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.

Item Type: Article (Journal)
Additional Information: 5056/34487
Uncontrolled Keywords: online brand awareness, facebook, affiliates marketing, word of mouth, comparative importance
Subjects: H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 20 Jan 2014 10:23
Last Modified: 20 Jan 2014 10:23
URI: http://irep.iium.edu.my/id/eprint/34487

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