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The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement

หน่วยงาน Universiti Sains Malaysia, Malaysia

รายละเอียด

ชื่อเรื่อง : The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement
นักวิจัย : Md Jania, Noraniza , Zakaria, Mohd Hafiz , Maksom, Zulisman , M. Haniff, Md. Shariff
คำค้น : H1-99 Social sciences (General)
หน่วยงาน : Universiti Sains Malaysia, Malaysia
ผู้ร่วมงาน : A. Kadir, Nadhrah , Rahmat, Siti Rahyla , Mohd Tayeb, Azmil , Mohd, Saidatulakmal
ปีพิมพ์ : 2560
อ้างอิง : http://eprints.usm.my/39180/1/ART_6.pdf , Md Jania, Noraniza and Zakaria, Mohd Hafiz and Maksom, Zulisman and M. Haniff, Md. Shariff (2017) The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement. In: Social Sciences Postgraduate International Seminar (SSPIS) 2017. School of Social Sciences, USM, Pulau Pinang, Malaysia, pp. 36-43. ISBN 9789671544013
ที่มา : -
ความเชี่ยวชาญ : -
ความสัมพันธ์ : http://eprints.usm.my/39180/
ขอบเขตของเนื้อหา : -
บทคัดย่อ/คำอธิบาย :

Social media is leveraged by businesses at a discernible pace. Most often social media is used to instill brand awareness, to stimulate communication, to facilitate relationships, to spur information exchange and innovation, to track customers’ voice, and so forth. Despite the increasing imperative to the varieties of business routines, the measurement aspects of social media marketing initiatives are limitedly discussed. Furthermore, the literature has found the lack of firms’ sensitivity to measurement activities or success indicators for their social media marketing investments. The purpose of this paper is to discuss the extent of social media measurement practices in business from two contexts: first, in the prominent platform of social networking sites, and second, in the perspective of Malaysian SMEs. A preliminary investigation was conducted with 30 respondents from selected industry groups in services and manufacturing sectors to acquire the well-informed data in the SMEs of the southern region. The findings have shaped several themes of social media adoption and evaluation practices for Malaysian SMEs. Accordingly, the barriers and future directions of measurement efforts on social media platform are discussed.

บรรณานุกรม :
Md Jania, Noraniza , Zakaria, Mohd Hafiz , Maksom, Zulisman , M. Haniff, Md. Shariff . (2560). The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement.
    กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia.
Md Jania, Noraniza , Zakaria, Mohd Hafiz , Maksom, Zulisman , M. Haniff, Md. Shariff . 2560. "The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement".
    กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia.
Md Jania, Noraniza , Zakaria, Mohd Hafiz , Maksom, Zulisman , M. Haniff, Md. Shariff . "The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement."
    กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia, 2560. Print.
Md Jania, Noraniza , Zakaria, Mohd Hafiz , Maksom, Zulisman , M. Haniff, Md. Shariff . The Extent Of Social Media Practices In Malaysian Sme: Migrating From Adoption To Measurement. กรุงเทพมหานคร : Universiti Sains Malaysia, Malaysia; 2560.