Factors Influencing The Effectiveness Of Social Media Marketing In Online SME In Melaka, Malaysia.

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ABSTRACT

The intense competitions among businesses have leading to the emergence of online

SMEs or E-conmerce in which they take an opportunity with the extensiveness use of

Internet and social media among people. The adoption of social media marketing may be

the purposeful factor for an organization to be success and survive. This research

projects which aimed to identify the element of the customer engagement, brand

reputation and image and customer brand attitudes toward online SMEs performance in

Melaka, Malaysia. Besides that, this research investigates the relationship between the

customer engagement, brand reputation and image and customer brand attitudes and the

online SMEs performance in Melaka, Malaysia. A survey was carried out through a set

of questionnaires to examine the successful key factors of the customer engagement,

brand reputation and image and customer brand attitudes of the online SMEs. The

sample selected comprised of 100 online companies in Melaka, Malaysia. The data

gathered were analyzed using descriptive analysis. The study found that the

e:ffuctiveness of social media marketing was influenced by customer brand attitudes.

However, there IS no direct relationship between customer eflbYRgement and the online

SMEs performance. Details of the research findings and their implications are discussed.

companies

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