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Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise

Jamil, Nur Alisya (2022) Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise. Masters thesis, Universiti Teknologi Malaysia, Azman Hashim International Business School.

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The purpose of this study is to investigate how the Social Media Marketing Transforming and Sustaining Smes Amid MCO, in this world of digitalization, digital marketing is a worldwide trend that used in an organization or any institutions even in education. Digital marketing refers to digital ads, such as search engines, blogs, social media, email and smartphone applications, offered by digital platforms. Amid the MCO many businesses face caused massive dislocation among small businesses just several weeks after its onset. Many businesses had temporarily closed and only essentials business operate partially or not fully capacity. This study is focus on selected SMEs company in Food and Beverages (F&B) sector which is an essential business. Mix method are used in data collection and nonprobability sampling techniques was adopted in this study. The data analysis methods are descriptive analysis, Reliability test, Normality test, Multiple Regression test and T-test analysis adopted in this research. The questionnaires were distributed through media social. The aim of the study is to explore the marketing issues on Farhan Bina Teguh Enterprise related to awareness and preferences, to analyse the consumers’ awareness and preferences through digital marketing on social media amid MCO, and to identify the relationship of consumers’ awareness and preferences towards purchase intention. This paper allows SMEs to effectively incorporate and adopt digital marketing as a tool in its business plan and to understand the competitive market effectiveness of digital marketing.

Item Type:Thesis (Masters)
Uncontrolled Keywords:digital marketing, social media, consumers’ awareness, MCO
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:International Business School
ID Code:102334
Deposited By: Yanti Mohd Shah
Deposited On:21 Aug 2023 08:09
Last Modified:21 Aug 2023 08:09

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