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Research Paper | Communication or Media Studies | Malaysia | Volume 8 Issue 1, January 2019 | Rating: 7.1 / 10
Use of Facebook among Perak Small Medium Enterprises (SMEs) Business: Implication on Customer Networking and Marketing Medium
Mariani Mohd Dahlan
Abstract: The purpose of the research was to find and analyse the effects of Social Networking Sites (SNS) namely, Facebook on MARA Small Medium Enterprises (SMEs) in Perak using quasi-experimental design. The independent variables in this research were two treatment modules: SNS Training and Without SNS Training. The dependent variables were marketing medium and customer networking.60 entrepreneurs were purposely chosen from MARA Negeri Perak. The entrepreneurs chosen for this research are similar in terms of entrepreneur ratio in the business category and assigned into two groups to interact with either SNS Training or Without SNS Training. The data obtained were analysed by carrying out Descriptive and Independent t-Test parametric statistical techniques. Conclusion from the research findings indicates that the entrepreneurs can maximize in creating new customer relationships or retaining old customers and for marketing strategy, there is no significant difference in the perceived marketing medium between entrepreneurs who experienced the SNS technology (Facebook) treatment and entrepreneurs without SNS technology (Facebook). This means that the entrepreneurs more confident in the traditional marketing strategy compared to SNS as a marketing medium.
Keywords: Facebook, SMEs in Perak, MARA SMEs, Online Business, Customer Networking, Marketing Medium
Edition: Volume 8 Issue 1, January 2019,
Pages: 1050 - 1054