Su, Rebecca Xin-Fong (2017) Customer Perception Towards The effectiveness Of Social Media marketing On Retail Fashion. [Final Year Project Report] (Unpublished)
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Abstract
The main objective of this study is to identify the factors that influence customer perception towards the effectiveness of social media marketing on retail fashion. This study focuses on the Stimulus-Organism-Response Model (SOR). Generally the study is to investigate the influence of customer characteristics, social media features and environmental characteristics on customer perception which will effect behavioural intentions in Kuching. The result shows that customer characteristics, social media features and environmental characteristics do have a certain level of influence towards the effectiveness of social media marketing on retail fashion and behavioural intentions but a lot of improvements can still be done for increased effectiveness.
| Item Type: | Final Year Project Report |
|---|---|
| Additional Information: | Project Report (BSc.) -- Universiti Malaysia Sarawak, 2017. |
| Uncontrolled Keywords: | Customer Perception, Social Media Marketing, Retail, Behavioural Intention . |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
| Depositing User: | Gani |
| Date Deposited: | 08 Jan 2021 04:09 |
| Last Modified: | 21 Jun 2023 08:06 |
| URI: | http://ir.unimas.my/id/eprint/33665 |
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