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...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
INSI Publications
2013
|
| Subjects: | |
| 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 |
| Summary: | 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. |
|---|