The Effect of Social Media Marketing on Branding and Consumer Behavior in Brunei / Melissa, Lee Jia Chie
Material type:
TextPublication details: Brunei Darussalam : Universiti Teknologi Brunei , © 2018. Description: iv, 48 Pages : color illustrations ; 30 cmSubject(s): -- Thesis Universiti Teknologi Brunei | Social media -- Marketing -- Brunei Darussalam | Branding (Marketing) -- Brunei DarussalamOther classification: UTB 120 REPORT, THESIS & DISSERTATION | RTDS 259 Dissertation note: Thesis (Degree of Master of Science (MSc) in Management and Technology
| Item type | Current library | Call number | Status | Notes | Date due | Barcode |
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Reports, Thesis & Dissertation Students
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Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT, THESIS & DISSERTATION, RTDS 259 (Browse shelf(Opens below)) | Not for loan | Reg. no. 002019_UTB [RTDS 259] | 829314 | |
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Reports, Thesis & Dissertation Students
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Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT, THESIS & DISSERTATION, RTDS 258 (Browse shelf(Opens below)) | Not for loan | Reg. no. 002020_UTB [RTDS 258] | 829315 |
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.
Abstract
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.
Thesis (Degree of Master of Science (MSc) in Management and Technology
Includes bibliography references.
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