ANALYZING THE IMPACT OF SOCIAL MEDIA MARKETING

Abstract

The aim of the paper is to report on the process and findings of factors influencing customer engagement effectiveness, brand credibility & image, and customer brand attitudes towards small and medium enterprise (SME) online success in Melaka. The paper provides enough information to achieve that aim and is appropriate for presentation at the meeting. In addition, this paper explores the relationship between efficiency-influencing factors and the performance of SMEs and also examines the primary determinants of those factors for the performance of SMEs. In order to understand the efficacy of social media marketing towards SME results, a literature review is presented. In addition, a survey was conducted in the region of Melaka via questionnaires. The efficacy of social media marketing contributes to the success of SMEs and contributes to their potential growth, although certain challenges are recognized.