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Effectiveness of facebook towards online brand awareness : a study on Malaysian facebook users perspective

The purpose of this study is to determine the relative importance of facbook as compared to other strategies such as affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is performed in the study. The study chooses 303 Malaysi...

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Bibliographic Details
Main Authors:	Haque, A. K. M. Ahasanul, Momen, Abdul, Sultana, Seyama, Yasmin, Farzana
Format:	Article
Language:	English
Published:	INSI Publications 2013
Subjects:	H61.8 Communication of information HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/34487/ http://irep.iium.edu.my/34487/1/Effectiveness_of_Facebook_towards_Online_Brand_Awareness%E2%80%AF_A_Study_on_Malaysian_Facebook_Users_Perspective.pdf

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