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Online brand awareness: determining the relative importance of Facebook and other strategies among the Malaysian consumers

The purpose of this study is to determine the relative importance of Facebook with other strategies like affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is used in the study. The study chooses 303 Malaysian frequent intern...

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Bibliographic Details
Main Authors:	Haque, A. K. M. Ahasanul, Momen, Abdul, Sultana, Seyama, Yasmin, Farzana
Format:	Article
Language:	English
Published:	International Foundation for Research and Development 2013
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/34488/ http://irep.iium.edu.my/34488/1/Online_Brand_Awareness%E2%80%AF_Determining_the_Relative_Importance_of_Facebook_and_Other_Strategies_among_the_Malaysian_Consumers.pdf

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