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| 020 | _qhardback | ||
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_aUniversiti Teknologi Brunei _beng _cUTB |
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| 084 |
_aUTB 120 REPORT, THESIS & DISSERTATION _aRTDS 259 |
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| 100 | 1 |
_aMelissa, Lee Jia Chie _eAuthor |
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| 245 | 1 | 0 |
_aThe Effect of Social Media Marketing on Branding and Consumer Behavior in Brunei / _cMelissa, Lee Jia Chie |
| 260 |
_aBrunei Darussalam : _bUniversiti Teknologi Brunei , _c© 2018. |
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| 300 |
_aiv, 48 Pages : _bcolor illustrations ; _c30 cm. |
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| 500 | _aA 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 | _aAbstract 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 | _aThesis (Degree of Master of Science (MSc) in Management and Technology | ||
| 504 | _aIncludes bibliography references. | ||
| 610 | 4 |
_vThesis _aUniversiti Teknologi Brunei |
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| 650 | 4 |
_aSocial media _xMarketing _zBrunei Darussalam |
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| 650 | 4 |
_aBranding (Marketing) _zBrunei Darussalam |
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| 700 | 1 |
_cDr Mohamed Saleem Hj Nazmudeen _eLecture |
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| 710 |
_aUniversiti Teknologi Brunei _bSchool of Business |
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| 942 |
_2lc _n0 _cRTDS |
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| 998 |
_eReports, Thesis & Dissertation _s829314 : 002019 c.1_UTB _xUniversiti Teknologi Brunei |
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| 998 |
_eReports, Thesis & Dissertation _s829315 : 002020 c. 2_UTB _xUniversiti Teknologi Brunei |
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| 999 |
_c23338 _d23338 |
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