Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
The purpose of this study is to determine the relative importance of Facebook with other strategies like affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is used in the study. The study chooses 303 Malaysian frequent intern...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Foundation for Research and Development
2013
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/34488/ http://irep.iium.edu.my/34488/ http://irep.iium.edu.my/34488/1/Online_Brand_Awareness%E2%80%AF_Determining_the_Relative_Importance_of_Facebook_and_Other_Strategies_among_the_Malaysian_Consumers.pdf |