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The effect of social media marketing towards catering business brand awareness

Chew, Jie Yi (2022) The effect of social media marketing towards catering business brand awareness. Masters thesis, Universiti Teknologi Malaysia, Azman Hashim International Business School.

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This paper study objective is to determine and identify whether the social media marketing will cause any effects on the brand awareness of CT Wangi Sdn. Bhd. (Ayam Penyet Best) or not. Within this project, two interventions will be carried out and the findings from the implementations will be discussed. Social media metrics will be used to analyze the quantitative data collected while sentiment analysis which involves the fine-grained sentiment analysis and emotion detection will be used to analyze the qualitative data collected. A brand awareness survey was done at the end of this research to measure the effectiveness and successfulness of both implementations of cycle one and two. Nowadays, due to the rapid development of networking and technologies, the life of humans has become easier and less burdensome. It is believed that social media has become one of the most effective ways to enhance and promote the brand awareness of a business. So, online contests with attractive prizes will be held in order to help CT Wangi Sdn. Bhd. to raise their brand awareness among the public. The contests which have been held for cycle one and two are “Jom Berbuka Puasa Bersama-sama Eat and Win Contest” and “Fill in the Blanks Ayam Penyet Best Giveaway Contest 2021”. Both the contests have brought different outputs with significant findings which contribute to practical implications and furthermore academic paper at the same time.

Item Type:Thesis (Masters)
Uncontrolled Keywords:social media marketing, brand awareness, business
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:International Business School
ID Code:102099
Deposited By: Yanti Mohd Shah
Deposited On:07 Aug 2023 08:00
Last Modified:07 Aug 2023 08:00

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