The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia

The majority of studies conducted on effectiveness of social media as marketing tools has been conducted outside Malaysia. Hence, the purpose of this study is to address the needs for research in the relationship between brand awareness, engagement, words of mouth (WOM), conversion and the effectiv...

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Main Author:	Tatik Sunarwatik, Mansur
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/6941/2/s810262_02.pdf https://etd.uum.edu.my/6941/3/s810262_01.pdf
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id	my-uum-etd.6941
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ibrahim, Amlus
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Tatik Sunarwatik, Mansur The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
description	The majority of studies conducted on effectiveness of social media as marketing tools has been conducted outside Malaysia. Hence, the purpose of this study is to address the needs for research in the relationship between brand awareness, engagement, words of mouth (WOM), conversion and the effectiveness of social media as marketing tools focusing on women owned SMEs in Malaysia. To answer research question, four hypothesis has been developed namely; (i) There is a positive relationship between brand awareness and effectiveness of social media as marketing tools, (ii) There is a positive relationship between engagement and effectiveness of social media as marketing tools, (iii) There is a positive relationship between words of mouth and effectiveness of social media as marketing tools, (iv) There is a positive relationship between conversion and effectiveness of social media as marketing tools. Quantitative method has been used in this study with questionnaires distributed to women owned SMEs involved in online marketing has been used to obtain data. A total of 150 usable questionnaire has been obtained from the survey and SPSS were used to analyse the obtained data. Relationship between dependent variable and the independent variables tested using multiple regression analysis. The findings of this study shows that three of the independent variables specifically brand awareness, words of mouth and conversion has positive relationship with the dependent variable while one independent variables specifically engagement has negative relationship with the dependent variable. Limitations of the study as well as recommendation for future research were also addressed in this study.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Tatik Sunarwatik, Mansur
author_facet	Tatik Sunarwatik, Mansur
author_sort	Tatik Sunarwatik, Mansur
title	The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
title_short	The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
title_full	The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
title_fullStr	The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
title_full_unstemmed	The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia
title_sort	effectiveness of social media marketing tools: the case of women-owned smes in malaysia
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2017
url	https://etd.uum.edu.my/6941/2/s810262_02.pdf https://etd.uum.edu.my/6941/3/s810262_01.pdf
_version_	1747828132079992832
spelling	my-uum-etd.69412021-08-18T08:00:33Z The effectiveness of social media marketing tools: The case of women-owned SMEs in Malaysia 2017 Tatik Sunarwatik, Mansur Ibrahim, Amlus Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5001-6182 Business The majority of studies conducted on effectiveness of social media as marketing tools has been conducted outside Malaysia. Hence, the purpose of this study is to address the needs for research in the relationship between brand awareness, engagement, words of mouth (WOM), conversion and the effectiveness of social media as marketing tools focusing on women owned SMEs in Malaysia. To answer research question, four hypothesis has been developed namely; (i) There is a positive relationship between brand awareness and effectiveness of social media as marketing tools, (ii) There is a positive relationship between engagement and effectiveness of social media as marketing tools, (iii) There is a positive relationship between words of mouth and effectiveness of social media as marketing tools, (iv) There is a positive relationship between conversion and effectiveness of social media as marketing tools. Quantitative method has been used in this study with questionnaires distributed to women owned SMEs involved in online marketing has been used to obtain data. A total of 150 usable questionnaire has been obtained from the survey and SPSS were used to analyse the obtained data. Relationship between dependent variable and the independent variables tested using multiple regression analysis. 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