Hashtag marketing model on social media platforms

The online marketing environment is currently facing a new additional marketing approach which is called social media platforms. Several examples of social media platforms are Facebook, Twitter, and Instagram. These platforms had brought the opportunity on marketing field to engage with the availabi...

Full description

Saved in:

Bibliographic Details
Main Author:	Mohd. Zain, Siti Zubaidah
Format:	Thesis
Language:	English
Published:	2020
Subjects:	QA75 Electronic computers Computer science
Online Access:	http://eprints.utm.my/id/eprint/96363/1/SitiZubaidahMSC2020.pdf.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-utm-ep.96363
record_format	uketd_dc
spelling	my-utm-ep.963632022-07-18T10:01:18Z Hashtag marketing model on social media platforms 2020 Mohd. Zain, Siti Zubaidah QA75 Electronic computers. Computer science The online marketing environment is currently facing a new additional marketing approach which is called social media platforms. Several examples of social media platforms are Facebook, Twitter, and Instagram. These platforms had brought the opportunity on marketing field to engage with the availability of huge market in the targeted environment. However, some issues become obstacles to this opportunity such as service charge, effectiveness on information diffusion, and information overload. Therefore, one of the ways to solve those issues is by implementing Hashtag approach as it has become a present and one of social media platforms ability. Furthermore, the Hashtag approach can enhance the marketing process among social media sellers but there is still lack of guidelines on the area. A review of the literatures on Hashtag and social media marketing theories had been carried out in developing the Hashtag marketing model to act as a guideline for the social media sellers. Research has shown that Hashtag marketing on social media platforms is influenced by four factors which are structure diversity, interactivity, information diffusion, and followers. These four factors are used as main components in the proposed model. In confirming the model, a quantitative survey was distributed to 40 social media sellers. Respondents were asked to respond to several questions? sections which are demographic, structure diversity, interactivity, information diffusion, followers and the last one is the section for measuring the importance level on each factor. Analysis of the responses by using SmartPLS3 software demonstrated that all those four factors are valid and reliable as Hashtag marketing factors. The results indicated that Hashtag factors do have an impact on social media marketing platforms. On this basis, it is recommended that social media marketing use Hashtag Marketing Model as the guidelines for the marketing activities by social media sellers. 2020 Thesis http://eprints.utm.my/id/eprint/96363/ http://eprints.utm.my/id/eprint/96363/1/SitiZubaidahMSC2020.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:143451 masters Universiti Teknologi Malaysia Faculty of Engineering - School of Computing
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	QA75 Electronic computers Computer science
spellingShingle	QA75 Electronic computers Computer science Mohd. Zain, Siti Zubaidah Hashtag marketing model on social media platforms
description	The online marketing environment is currently facing a new additional marketing approach which is called social media platforms. Several examples of social media platforms are Facebook, Twitter, and Instagram. These platforms had brought the opportunity on marketing field to engage with the availability of huge market in the targeted environment. However, some issues become obstacles to this opportunity such as service charge, effectiveness on information diffusion, and information overload. Therefore, one of the ways to solve those issues is by implementing Hashtag approach as it has become a present and one of social media platforms ability. Furthermore, the Hashtag approach can enhance the marketing process among social media sellers but there is still lack of guidelines on the area. A review of the literatures on Hashtag and social media marketing theories had been carried out in developing the Hashtag marketing model to act as a guideline for the social media sellers. Research has shown that Hashtag marketing on social media platforms is influenced by four factors which are structure diversity, interactivity, information diffusion, and followers. These four factors are used as main components in the proposed model. In confirming the model, a quantitative survey was distributed to 40 social media sellers. Respondents were asked to respond to several questions? sections which are demographic, structure diversity, interactivity, information diffusion, followers and the last one is the section for measuring the importance level on each factor. Analysis of the responses by using SmartPLS3 software demonstrated that all those four factors are valid and reliable as Hashtag marketing factors. The results indicated that Hashtag factors do have an impact on social media marketing platforms. On this basis, it is recommended that social media marketing use Hashtag Marketing Model as the guidelines for the marketing activities by social media sellers.
format	Thesis
qualification_level	Master's degree
author	Mohd. Zain, Siti Zubaidah
author_facet	Mohd. Zain, Siti Zubaidah
author_sort	Mohd. Zain, Siti Zubaidah
title	Hashtag marketing model on social media platforms
title_short	Hashtag marketing model on social media platforms
title_full	Hashtag marketing model on social media platforms
title_fullStr	Hashtag marketing model on social media platforms
title_full_unstemmed	Hashtag marketing model on social media platforms
title_sort	hashtag marketing model on social media platforms
granting_institution	Universiti Teknologi Malaysia
granting_department	Faculty of Engineering - School of Computing
publishDate	2020
url	http://eprints.utm.my/id/eprint/96363/1/SitiZubaidahMSC2020.pdf.pdf
_version_	1747818660964073472

Hashtag marketing model on social media platforms

Similar Items