Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]

The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary su...

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Main Authors:	Abdullah, Siti Asmahanim, Abdul Razak, Affify Shuhada, Kamaruddin, Noor Jannah
Format:	Thesis
Language:	English
Published:	2018
Subjects:	Social aspects Social marketing Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf
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id	my-uitm-ir.43507
record_format	uketd_dc
spelling	my-uitm-ir.435072022-11-29T02:12:11Z Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.] 2018-01-04 Abdullah, Siti Asmahanim Abdul Razak, Affify Shuhada Kamaruddin, Noor Jannah Social aspects. Social marketing Marketing The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary survey, survey of competitors assessment, questionnaire, and experimenting with the Facebook page of ‘MBA UiTM Kedah’. Utilizing the data from experiment on Facebook page MBA UiTM KedalT shows that those variables are important to increase brand awareness of EMBA UiTM Kedah program. In the experiment, ‘investment’ in FB Ads plays as the strongest variable to increase brand awareness. Moreover, the quantitative analysis using SPSS software also shows that the variables of ‘perceived usefulness', ‘quality content’, engagement’, and ‘investment’ in FB Ads are statistically significant to brand awareness. Therefore, recommended strategies are to include the priority towards improvement of Facebook page activities, utilizing FB Ads function, and hiring Facebook marketing workforce. In summary, as one of the marketing approach, the owner of EMBA UiTM Kedah should use this study as valuable data to increase brand awareness of the program using Facebook as platform. 2018-01 Thesis https://ir.uitm.edu.my/id/eprint/43507/ https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf text en public masters Universiti Teknologi MARA Cawangan Kedah Faculty of Business Mangement
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Social aspects Social marketing Marketing
spellingShingle	Social aspects Social marketing Marketing Abdullah, Siti Asmahanim Abdul Razak, Affify Shuhada Kamaruddin, Noor Jannah Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
description	The purpose of this study is to determine factors in Facebook page that will increase the brand awareness of EMBA UiTM Kedah program. This study also aims to identify whether the factors have significant relationship with brand awareness. Data collections are from various sources of ; preliminary survey, survey of competitors assessment, questionnaire, and experimenting with the Facebook page of ‘MBA UiTM Kedah’. Utilizing the data from experiment on Facebook page MBA UiTM KedalT shows that those variables are important to increase brand awareness of EMBA UiTM Kedah program. In the experiment, ‘investment’ in FB Ads plays as the strongest variable to increase brand awareness. Moreover, the quantitative analysis using SPSS software also shows that the variables of ‘perceived usefulness', ‘quality content’, engagement’, and ‘investment’ in FB Ads are statistically significant to brand awareness. Therefore, recommended strategies are to include the priority towards improvement of Facebook page activities, utilizing FB Ads function, and hiring Facebook marketing workforce. In summary, as one of the marketing approach, the owner of EMBA UiTM Kedah should use this study as valuable data to increase brand awareness of the program using Facebook as platform.
format	Thesis
qualification_level	Master's degree
author	Abdullah, Siti Asmahanim Abdul Razak, Affify Shuhada Kamaruddin, Noor Jannah
author_facet	Abdullah, Siti Asmahanim Abdul Razak, Affify Shuhada Kamaruddin, Noor Jannah
author_sort	Abdullah, Siti Asmahanim
title	Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_short	Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_full	Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_fullStr	Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_full_unstemmed	Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]
title_sort	increasing brand awareness of emba uitm (kedah) program using facebook as platform / siti asmahanim abdullah ... [et al.]
granting_institution	Universiti Teknologi MARA Cawangan Kedah
granting_department	Faculty of Business Mangement
publishDate	2018
url	https://ir.uitm.edu.my/id/eprint/43507/1/43507.pdf
_version_	1783734693149016064

Increasing brand awareness of EMBA UiTM (Kedah) program using Facebook as platform / Siti Asmahanim Abdullah ... [et al.]

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