Facebook Marketing Strategy for Small Business in Malaysia

Othman, Imran Hazimin; Bidin, Azman; Hussain, Hanafizan

doi:10.1109/icicm.2013.66

Cited by 9 publications

(7 citation statements)

References 4 publications

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“…People Talking About This shows the history of a brand-fan page's awareness and interaction [15]. It includes stories such as sharing, liking or commenting on posts, answering a question, responding to an event, or claiming an offer [33]. Page size is the total fans liking a Facebook fan page.…”

Section: People Talking About Thismentioning

confidence: 99%

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

Thongmak

2015

Business Information Systems

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Abstract. This research explores the posting quantity and posting types most likely to create brand engagement on Facebook brand-fan pages. Using content analysis, the study explores five posting types: product, price, place, promotion, and others, by analyzing 1,577 posts from 183 brand-fan pages. Findings suggest that high posting amount could increase brand popularity. Thus, a brand-fan page's content provider should add more price information, promotional information, other informational content, and emotional content on posted messages. This work amends the social media marketing literature by including the concept of marketing mix along with uses and gratifications (U&G). It also combines likes, comments, and shares to represent the post popularity. The study provides some managerial implications for effectively planning the content strategy to engage more fans or potential customers in brand-fan pages.

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Section: People Talking About Thismentioning

confidence: 99%

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

Thongmak

2015

Business Information Systems

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“…Therefore, companies that deploy social media strategies also need to determine their ideal objectives [50,51,39,23]. These goals need to be measurable [42] so that the strategy can be evaluated and constantly adapted if necessary. The determination of these goals needs to be completed before entering in the social media business to guarantee a successful implementation [52].…”

Section: Engagementioning

confidence: 99%

“…Integrating social media into the consumption and purchase experience for customers rather than utilizing the sites as pure marketing channels is found to be advantageous for the companies [59] Various authors point out that the content published on social media is one of the core elements of a strategy [45,46,30,22,37]. Othman et al [42] propose that companies should develop an individual content strategy for the social media presence. Primarily, the content has to be relevant [25,47].…”

Section: Engagementioning

confidence: 99%

“…The literature largely agrees on the importance of monitoring the social media activities for a successful social media strategy [20,65,46,66,47,3,52,43,44,55]. The outcome of monitoring social media platforms, namely the vast quantities of data, is considered equally as beneficial as a thorough marketing research [30].Several authors agree that listening to their audience is an essential part of operating social media strategically [39,40,25,42,30,44,19,43,26]. With listening to the customers voice, the organizations are more likely to gain insights into their preferences and needs [25,43].…”

Section: Evaluatementioning

confidence: 99%

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Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry

Spil

Effing

Both

2016

Social Media: The Good, the Bad, and the Ugly

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The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business. This paper comprises the results of both a systematic literature review and case studies at European airlines. The literature study was based on 85 academic articles, regarding the prevalent approaches to social media strategies. The case studies were conducted within three Northwestern -European airlines in Germany, France and the Netherlands. As a result, a new conceptual framework and tool for creating social media strategies is created. Engagement, Evaluation and Enabling are its main concepts. The new theoretical framework is more complete and was derived from existing literature and case studies. The 3E Social Media Strategy Canvas can serve both as a decision-making tool and as a theoretical framework for comparison.

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“…Para peneliti berhasil mendapatkan strategi untuk mendapatkan 'Like' dalam facebook. Peneliti tersebut menyimpulkan bahwa peran dari teman di media sosial memegang peranan penting[18].Penelitian dengan judul "Development of Social Media Strategies in Tourism Destination" yang dilakukan oleh Kiráľová dan Pavlíčeka menunjukkan bahwa strategi yang selaras dengan media sosial dapat membantu organisasi agar mendapat nilai kompetitif. Data diambil menggunakan metode desk research, yaitu semua data diambil dari data sekunder dan berdasarkan teori-teori yang relevan.…”

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Strategi Media Sosial Untuk Pengembangan Umkm

Anggia¹,

Shihab²

2019

JUTEI

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Social Media is an internet-based application that is currently the most widely used by the people of Indonesia. Many cases state that social media not only used for socializing but also used for marketing strategies. The purpose of this paper is to find a social media strategy that can be applied to the small businessso as to expand the marketing area. The process of data collection is by interview, observation, and literature studies in which steps using Lardi Social Media Strategy Framework. This research is expected to generate a social media strategy that can be applied to the small business so as to expand the marketing area.

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Facebook Marketing Strategy for Small Business in Malaysia

Cited by 9 publications

References 4 publications

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry

Strategi Media Sosial Untuk Pengembangan Umkm

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