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...

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Main Authors:	Haque, A. K. M. Ahasanul, Momen, Abdul, Sultana, Seyama, Yasmin, Farzana
Format:	Article
Language:	English
Published:	International Foundation for Research and Development 2013
Subjects:	HF5001 Business. Business Administration
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

id	iium-34488
recordtype	eprints
spelling	iium-344882014-07-14T04:29:30Z http://irep.iium.edu.my/34488/ Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana HF5001 Business. Business Administration 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 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 International Foundation for Research and Development 2013-04 Article PeerReviewed application/pdf en 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 Haque, A. K. M. Ahasanul and Momen, Abdul and Sultana, Seyama and Yasmin, Farzana (2013) Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers. Information Management And Business Review, 5 (4). pp. 168-174. ISSN 2220-3796 http://www.ifrnd.org/Research%20Papers/I50.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
description	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 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
format	Article
author	Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana
author_facet	Haque, A. K. M. Ahasanul Momen, Abdul Sultana, Seyama Yasmin, Farzana
author_sort	Haque, A. K. M. Ahasanul
title	Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
title_short	Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
title_full	Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
title_fullStr	Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
title_full_unstemmed	Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers
title_sort	online brand awareness: determining the relative importance of facebook and other strategies among the malaysian consumers
publisher	International Foundation for Research and Development
publishDate	2013
url	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
first_indexed	2023-09-18T20:49:43Z
last_indexed	2023-09-18T20:49:43Z
_version_	1777409912451629056

Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers

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