Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization
The increasing number of online businesses in digital technology has influenced consumers these past two decades (Alalwan, Rana, Algharabat, & Tarhini, 2016; Dwivedi, Kapoor, & Chen (2015); Rathore, Ilavarasan, & Dwivedi, 2016; Taylor, Lewin, & Strutton 2011; Zhu & Chen, 2015) an...
| Main Authors: | , , |
|---|---|
| Format: | Book Section |
| Language: | English |
| Published: |
Penerbit UTHM
2020
|
| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/1855/ http://eprints.uthm.edu.my/1855/1/Chapter%2006%20Social%20Media%20in%20Marketing%20Communication.pdf |
| _version_ | 1848887576671289344 |
|---|---|
| author | Linus, Hamizan Albert Gisip, Imelda Harun, Amran |
| author2 | Harun, Amran |
| author_facet | Harun, Amran Linus, Hamizan Albert Gisip, Imelda Harun, Amran |
| author_sort | Linus, Hamizan |
| building | UTHM Institutional Repository |
| collection | Online Access |
| description | The increasing number of online businesses in digital technology has influenced consumers these past two decades (Alalwan, Rana, Algharabat, & Tarhini, 2016; Dwivedi, Kapoor, & Chen (2015); Rathore, Ilavarasan, & Dwivedi, 2016; Taylor, Lewin, & Strutton 2011; Zhu & Chen, 2015) and many studies have been done by researchers towards social media in marketing communication (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013; Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013; Tham, Croy, & Mair 2013; Lukka & James, 2014; Liu, Chou, & Liao, 2015; Kumar, Choi, & Greene, 2016). The future explanations will be discussed on the revolution of digitalization in online businesses especially social media impacts marketing outcomes (Clark & Melancon, 2013; Ahmad, Ahmad, & Bakar, 2018; Seo & Park, 2018; Pacauskas, Rajala, Westerlund, & Mäntymäki, 2018) and social media impacts on marketing process (Daou, Sarkis, & Nader, 2018; Iankova, Davies, Archer-Brown, Marder & Yau, 2019; Nunan, Sibai, Schivinski, & Christodoulides, 2018; Effing & Spil, 2016). |
| first_indexed | 2025-11-15T19:56:35Z |
| format | Book Section |
| id | uthm-1855 |
| institution | Universiti Tun Hussein Onn Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T19:56:35Z |
| publishDate | 2020 |
| publisher | Penerbit UTHM |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uthm-18552021-10-27T07:20:27Z http://eprints.uthm.edu.my/1855/ Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization Linus, Hamizan Albert Gisip, Imelda Harun, Amran HF5387-5387.5 Business ethics The increasing number of online businesses in digital technology has influenced consumers these past two decades (Alalwan, Rana, Algharabat, & Tarhini, 2016; Dwivedi, Kapoor, & Chen (2015); Rathore, Ilavarasan, & Dwivedi, 2016; Taylor, Lewin, & Strutton 2011; Zhu & Chen, 2015) and many studies have been done by researchers towards social media in marketing communication (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013; Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013; Tham, Croy, & Mair 2013; Lukka & James, 2014; Liu, Chou, & Liao, 2015; Kumar, Choi, & Greene, 2016). The future explanations will be discussed on the revolution of digitalization in online businesses especially social media impacts marketing outcomes (Clark & Melancon, 2013; Ahmad, Ahmad, & Bakar, 2018; Seo & Park, 2018; Pacauskas, Rajala, Westerlund, & Mäntymäki, 2018) and social media impacts on marketing process (Daou, Sarkis, & Nader, 2018; Iankova, Davies, Archer-Brown, Marder & Yau, 2019; Nunan, Sibai, Schivinski, & Christodoulides, 2018; Effing & Spil, 2016). Penerbit UTHM Harun, Amran Rashid, Umi Kartini 2020 Book Section PeerReviewed text en http://eprints.uthm.edu.my/1855/1/Chapter%2006%20Social%20Media%20in%20Marketing%20Communication.pdf Linus, Hamizan and Albert Gisip, Imelda and Harun, Amran (2020) Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization. In: Advance in Marketing Research. Penerbit UTHM, pp. 44-57. ISBN 789672389347 |
| spellingShingle | HF5387-5387.5 Business ethics Linus, Hamizan Albert Gisip, Imelda Harun, Amran Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title | Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title_full | Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title_fullStr | Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title_full_unstemmed | Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title_short | Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization |
| title_sort | social media in marketing communication: strategies for online businesses in the era of digitalization |
| topic | HF5387-5387.5 Business ethics |
| url | http://eprints.uthm.edu.my/1855/ http://eprints.uthm.edu.my/1855/1/Chapter%2006%20Social%20Media%20in%20Marketing%20Communication.pdf |