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Reka bentuk laman media sosial berteraskan dimensi kebolehlihatan untuk usahawan mikro

Mohd Hafizie, Suhaimi (2018) Reka bentuk laman media sosial berteraskan dimensi kebolehlihatan untuk usahawan mikro. PhD. thesis, Universiti Utara Malaysia.

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Social media has become an important marketing phenomenon in the business environment. However, existing guidelines on using social media for business do not focus on the visibility elements. Visibility is a key factor especially for micro entrepreneurs to strengthen their marketing department. Therefore, the main objective of this study is to propose a design guideline for building a marketing social media site based on visibility elements. In order to achieve that goal, research methodology in design science was adopted. The study involved the search for key processes in a guideline development methodology, identification of the visibility dimensions, the measurement of micro entrepreneurs’ perception towards the guideline and performance monitoring. Five main visibility elements were identified and included in the guideline (i) Developing business site, (ii) Shaping community, (iii) Content information management, (iv) Analysing customer behaviour, and (v) Optimizing market opportunity. These five elements are based by media richness, social influence, and new communication paradigm theory. The perception measures of the developed guideline were carried out through 7 different seminar series which were attended by 114 entrepreneurs. The measurement of the guideline was based on three dimensions, which are quality, content and format, and usability. The results show that the developed guideline has quality, good content and format, and high usability level. The hypotheses results show no significant difference between the experienced and inexperienced entrepreneurs when using the guideline. Generally, this guideline is well received by the experts and entrepreneurs that were involved in this study. Apart from that, the monitoring of micro entrepreneur performance show significant increase in postal feedback and sales volume. This directly confirms the guideline, usage module and visibility elements produced are the main contributions of the study.

Item Type: Thesis (PhD.)
Uncontrolled Keywords: Guideline, Social media business site, Visibility, Marketing, Micro Entrepreneur
Subjects: H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5015.888 Web sites
Divisions: Awang Had Salleh Graduate School of Arts & Sciences
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 20 Dec 2018 06:14
Last Modified: 20 Dec 2018 06:14
URI: http://etd.uum.edu.my/id/eprint/6924

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