Author

  • Ahasanul Haque

    • International Islamic University Malaysia, Kuala Lumpur, Malaysia
    • Malaysia

  • Abdul Momen

    • International Islamic University Malaysia, Kuala Lumpur, Malaysia
    • Malaysia

  • Seyama Sultana

    • International Islamic University Malaysia, Kuala Lumpur, Malaysia
    • Malaysia

  • Farzana Yasmin

    • Management and Science University Malaysia, Malaysia
    • Malaysia

Abstract

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 internet users as the respondents. In confirmatory factor analysis, a structural equation modelling (SEM) approach is applied to determine the relationship among the exogenous and endogenous constructs. The study finds facebook as the most influential online brand awareness creating strategies followed by the affiliated marketing and online word of mouth. In creating the online brand awareness; all the strategies have positive influence, however. The study can be a useful guideline for managerial implication in practice.

Keywords

References

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How to Cite

Haque, A., Momen, A., Sultana, S., & Yasmin, F. (2013). Online Brand Awareness: Determining the Relative Importance of Facebook and Other Strategies among the Malaysian Consumers. Information Management and Business Review, 5(4), 168-174. https://doi.org/10.22610/imbr.v5i4.1040

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Copyright (c) 2013 Ahasanul Haque, Abdul Momen, Seyama Sultana, Farzana Yasmin (Author)

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Section

Research Paper

Published in

Vol. 5 No. 4 (2013) Brand Image, CSR & Geospatial Analytics View issue contents

Published

2013-04-30

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