MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02638nam a2200289 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Qualifying information |
hardback |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
Universiti Teknologi Brunei |
| Language of cataloging |
eng |
| Transcribing agency |
UTB |
| 084 ## - BOOK Call Number |
|---|
| Classification number |
UTB 120 REPORT, THESIS & DISSERTATION |
| -- |
RTDS 259 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Melissa, Lee Jia Chie |
| Relator term |
Author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
The Effect of Social Media Marketing on Branding and Consumer Behavior in Brunei / |
| Statement of responsibility, etc. |
Melissa, Lee Jia Chie |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
Brunei Darussalam : |
| Name of publisher, distributor, etc. |
Universiti Teknologi Brunei , |
| Date of publication, distribution, etc. |
© 2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
iv, 48 Pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
30 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
A Thesis submitted to The Universiti Teknologi Brunei (UTB) in partial fulfillment of the requirements for the degree of Master of Science (MSc) in Management and Technology. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Abstract<br/>Social media has become increasingly popular over the years to the point that in today's technology driven world, every internet user is relatively familiar with it irrespective of their profession, culture, nationality, race or religion. With Brunei having the highest rate of social media penetration in South East Asia and ranking third worldwide, it highlights the importance of social media for brands or companies. It is therefore important to understand the effect of social media marketing on branding and consumer behaviour. This research aimed to examine how social media marketing can be used for branding purposes to enhance brand loyalty and to determine the relationship between social media, branding and consumer behaviour. Based on a questionnaire of 125 respondents, the data collected was used to test the hypotheses formulated. It was found that social media marketing has a positive impact on brand awareness, brand trust, brand loyalty and purchasing decision. Future researches can implement a mixed method research to further confirm the findings. The main limitations for this research are time constraints and small sample. |
| 502 ## - Dissertation Note |
|---|
| Dissertation Note |
Thesis (Degree of Master of Science (MSc) in Management and Technology |
| 504 ## - Bibliography, Etc. Note |
|---|
| Bibliography, Etc. Note |
Includes bibliography references. |
| 610 #4 - SUBJECT ADDED ENTRY--CORPORATE NAME |
|---|
| Form subdivision |
Thesis |
| Corporate name or jurisdiction name as entry element |
Universiti Teknologi Brunei |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Social media |
| General subdivision |
Marketing |
| Geographic subdivision |
Brunei Darussalam |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| Geographic subdivision |
Brunei Darussalam |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Titles and other words associated with a name |
Dr Mohamed Saleem Hj Nazmudeen |
| Relator term |
Lecture |
| 710 ## - ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
Universiti Teknologi Brunei |
| Subordinate unit |
School of Business |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Local Classification |
| Suppress in OPAC |
No |
| Koha item type |
Reports, Thesis & Dissertation Students |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Internal field |
Reports, Thesis & Dissertation |
| CC (RLIN) |
829314 : 002019 c.1_UTB |
| Internal field |
Universiti Teknologi Brunei |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Internal field |
Reports, Thesis & Dissertation |
| CC (RLIN) |
829315 : 002020 c. 2_UTB |
| Internal field |
Universiti Teknologi Brunei |
