Citation

Yousof, Mohammed Fathi and Koo, Ah Choo and Yusof, Md Hafizuddin (2022) The Role of Trust and Brand Equity on Purchase Intention of Customers of SME Digital Products: The Mediating Effect of Social Media Interactive Engagement. In: Creative Multimedia Postgraduate Research Colloquium, 14 July 2022, Multimedia University, Malaysia.

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Abstract

Through social media technologies, organizations communicate and respond to information from their customers with minimal costs. This has led to the phenomenal growth of “online and interactive advertising”; clearly pointing towards its immense potential and popularity through various channels including Social Media. The tendency to share and interact information affect the performance of SMEs but there are only few researches on the connection between SME’s social media interaction and their performance. Therefore, this study aims to examine the effect of attitude, brand loyalty, brand image and brand awareness, and trust towards interactive advertising with social media on promoting SMEs products on digital lifestyle in United Arab Emirate (UAE). A quantitative survey is to be explored to determine the factors that influence the use of Online Interactive advertising in different companies dealing with digital lifestyles in UAE and its impact on the business performance. Considering attitude, brand loyalty, brand image and brand awareness, and trust from customers through social media technology adoption, it is pertinent to get a better understanding of how effective Interactive Advertising is in promoting SMEs products on digital lifestyle via social media. This study employed the theories of planned behaviour and reasoned action as the underpinning theories to support the conceptual framework on interactive advertising on social media. This study also employed survey questionnaire to gather data from respondents of SMEs in the United Arab emirate (UAE) while PLSSEM is used as analysis technique.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Interactive advertising, Social media, Purchase intention, Brand equity, Attitude
Subjects:	N Fine Arts > NE Print media
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	24 Nov 2022 06:04
Last Modified:	24 Nov 2022 06:08
URII:	http://shdl.mmu.edu.my/id/eprint/10780

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