Strategi pengiklanan hijau ke arah keterlihatan dalam media sosial.
Recently, green advertising in Malaysia has been gaining more attention. Green advertising is part of a new approach as a marketing communications channel for green product organisations. Consequently, social media has been used by entrepreneurs to ensure that advertising activities can be enhanced...
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| Main Author: | |
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/8625/1/s819541_01.pdf https://etd.uum.edu.my/8625/2/s819541_02.pdf https://etd.uum.edu.my/8625/3/s819541_references.docx |
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| Summary: | Recently, green advertising in Malaysia has been gaining more attention. Green advertising is part of a new approach as a marketing communications channel for green product organisations. Consequently, social media has been used by
entrepreneurs to ensure that advertising activities can be enhanced. Most entrepreneurs utilised marketing strategies in implementing their green product advertising. This study was conducted to examine the impact of the green advertising
strategy on the visibility of advertisement applying social media channels in their marketing activities. This study also looks at the advertisement message delivered to users and the visibility of green advertising in social media. This study uses a mix
marketing element approach by Kotler (2000) namely product, price, promotion and place and the Hierarchical Impact Model by Lavidge and Steiner (1961) to see the visibility in social media. This study was conducted using semi structural interview and observation methods. A total of three entrepreneurs and seven consumers were interviewed to answer the research questions. The data obtained were analyzed using thematic analysis technique and netnographic method to examine the marketing strategies by green product advertising entrepreneurs in social media. The findings
show that entrepreneurs implement the green advertising by utilising the mix marketing elements as a strategy tool. Additionally, messages delivered to users in social media are clear. The content of the messages also has a distinctive visual.
The visibility is divided into five elements namely development of a business sites, formation of community, management of updated information content, analysis of consumer attitude and optimization of market opportunity. Based on the responses
given by both sides of the informants, mix marketing strategies by enterpreneurs has assisted the consumers to get reliable information. The use of Hierarchical Impact Model demonstrates the visibility of green advertising in social media. |
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