Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization

Linus, Hamizan and Albert Gisip, Imelda and Harun, Amran (2020) Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization. In: Advance in Marketing Research. Penerbit UTHM, pp. 44-57. ISBN 789672389347

Text Chapter 06 Social Media in Marketing Communication.pdf Restricted to Registered users only Download (745kB) | Request a copy

Abstract

The increasing number of online businesses in digital technology has influenced consumers these past two decades (Alalwan, Rana, Algharabat, & Tarhini, 2016; Dwivedi, Kapoor, & Chen (2015); Rathore, Ilavarasan, & Dwivedi, 2016; Taylor, Lewin, & Strutton 2011; Zhu & Chen, 2015) and many studies have been done by researchers towards social media in marketing communication (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013; Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013; Tham, Croy, & Mair 2013; Lukka & James, 2014; Liu, Chou, & Liao, 2015; Kumar, Choi, & Greene, 2016). The future explanations will be discussed on the revolution of digitalization in online businesses especially social media impacts marketing outcomes (Clark & Melancon, 2013; Ahmad, Ahmad, & Bakar, 2018; Seo & Park, 2018; Pacauskas, Rajala, Westerlund, & Mäntymäki, 2018) and social media impacts on marketing process (Daou, Sarkis, & Nader, 2018; Iankova, Davies, Archer-Brown, Marder & Yau, 2019; Nunan, Sibai, Schivinski, & Christodoulides, 2018; Effing & Spil, 2016).

Item Type:	Book Section
Uncontrolled Keywords:	Industries--Malaysia--Case studies. Manufacturing industries--Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5387-5387.5 Business ethics
Divisions:	Faculty of Technology Management and Business > Department of Business Management
Depositing User:	Mr. Abdul Rahim Mat Radzuan
Date Deposited:	27 Oct 2021 07:20
Last Modified:	27 Oct 2021 07:20
URI:	http://eprints.uthm.edu.my/id/eprint/1855

Actions (login required)

View Item