Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR

Building Your Brand Through Social Media: How Communication and Money Work Wonderfully

Authors
Choong Kian Chong, Salmi Mohd Isa
Corresponding Author
Choong Kian Chong
Available Online 29 June 2020.
DOI
https://doi.org/10.2991/aebmr.k.200626.008How to use a DOI?
Keywords
Social media, Facebook, communication, branding, Malaysia
Abstract
Building brands at social media are challenging as consumers are easily swayed away to through a click; therefore, marketers need to gravitate the 3.196 billion of social media users based on Statista reports that the total spending might thrive at USD 4.5 trillion. Facebook’s community is a force to recognize whether the brand is unable to catch the world’s attention, which means that the brand is about to lose the business opportunities that may be worth billions. Previous research is about social media’s influence on purchase decision in the automobile industry with German-speaking respondents and it had created a research gap for Malaysian respondents towards a Malaysian textile brand on the consumers’ perception, brand building challenges and remedies for digital brand building. The exploration will be qualitative with interviews, transcribe using thematic analysis whereas the findings are crucial to the trade policies drafting and brand owners in transforming to the thrive stage.
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Proceedings
8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
29 June 2020
ISBN
978-94-6252-980-9
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200626.008How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Choong Kian Chong
AU  - Salmi Mohd Isa
PY  - 2020
DA  - 2020/06/29
TI  - Building Your Brand Through Social Media: How Communication and Money Work Wonderfully
BT  - 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019)
PB  - Atlantis Press
SP  - 42
EP  - 46
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.008
DO  - https://doi.org/10.2991/aebmr.k.200626.008
ID  - Chong2020
ER  -