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All Journal PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
NOR RAHIMY KHALID
Politeknik Nilai
Education Other

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The Influence of Social Media Marketing on Brand Loyalty SURAYA AKMAR MOKHTARUDDIN; NOR RAHIMY KHALID; MOHD RIZAL MOHD AZMI
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 2 (2023): Regional Economics Development and Business Transformation in the Digital Era
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v2i1.77

Abstract

Information technology advancement has given an impact to the customers experience in service as well as their relationship with the service provider. The flexibility of communication channels such as smartphones, social media, email, Facebook, twitter, and others in making it easier for firm to effectively deliver message to target customer. The impact of social media marketing on band loyalty has been widely studied by previous literature in various contexts. However, the empirical research from the apparel company context is still limited. Therefore, this conceptual paper is proposed to fill in the social media marketing literature by focusing on the relationship between social media marketing and brand loyalty from the customer perspective. Academically, this study contributes to the literature of social media marketing in business-to-customer context specifically from customer point of view and practically to the apparel company in comprehending social media marketing in enhancing brand loyalty in apparel industry
Perception and Acceptance of Risk for Online Learning: Digitalization NOR RAHIMY KHALID; Suraya Akmar Mokhtaruddin; Zanatul Shima Aminuddin
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 2 (2023): Regional Economics Development and Business Transformation in the Digital Era
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v2i1.87

Abstract

This study determines the acceptance of online learning by identify the intention applied online learning. The study identifies the perception of risk and acceptance of risk for intention to use online learning. A questionnaire was voluntarily completed by 452 undergraduate technical and vocational students, online education has been generally accepted during covid 19 pandemic. The finding from structural equation modelling analyses indicated that perception of risk positively influence intention to use online learning and acceptance of risk negatively influence online learning. Furthermore, it proves that online learning is convenience and student prefer to enroll in synchronous and asynchronous online, however the negative relationship between acceptance of risk for intention to use online learning indicate that. Unwillingness for physical class due to mobility and safety. The findings of this study are remarkable to understand the acceptance of online learning that leads to digital nation in future. Online learning had accelerated the speed of digitalization. Digital is convenience and create a flexibility. Furthermore, digitalization creates a trend worldwide and gain more popularity.
Co-Authors MOHD RIZAL MOHD AZMI SURAYA AKMAR MOKHTARUDDIN Zanatul Shima Aminuddin