Analyzing the Effectiveness of Social Media Marketing

The purpose of the paper is to report on the process and findings of factors that influence the effectiveness of customer engagement, brand reputation & image, and customer brand attitudes towards online performances of Small and Medium Enterprises (SMEs) in Melaka. The paper contains sufficient details to support that objective and suitable to be presented at the conference. Besides, this paper examines the relationship between factors influencing effectiveness and SMEs performance and also examined the key determinants of those factors towards SMEs performances. A literature review is presented to explain the effectiveness of social media marketing towards SMEs performances. In additional, a survey was carried out through questionnaire in the area of Melaka. The effectiveness of social media marketing contributes to SMEs success and contribute to their growth in the future, although some problems are acknowledged. The limitations of this research includes the limitation of the scale and scope of the survey, hence there is a need for further studies in other locations. A practical implication of this study comprises the effectiveness of social media marketing to SMEs in their daily business operation. In addition, this study provides insights into how practitioners see the effectiveness of social media marketing and may help with decision making and strategy making towards better performances of SMEs in general and in Melaka in particular. (C) 2016 Published by Future Academy www.FutureAcademy.org.uk