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CONTENTS
ABSTRACT 4
LIST OF TABLES & FIGURES 5
INTRODUCTION 9
RESEARCH METHODOLOGY 11
Phase 01: Framework of research
Phase 02: Review of existing evidence
Phase 03: Data analysis
Phase 04: Case studies
CHAPTER 1: Social media empowerment
1.1: Users interaction with social media marketing 12
1. Asians attitude towards social media usage
2. Social media influence in Malaysia
1.2: The growth of social media in business context in Malaysia 36
1. The relevance of social media in developing country like Malaysia
2. The growth of social media as marketing platform of businesses for the past decade
3. Potential of social media marketing in Malaysia
CHAPTER 2: Malaysia’s business reliance on social media
2.1: The strength of social media as marketing tool 47
1. The demography of the target market
2. The purchasing power of the users
2.2: The decline of main stream media and the rise of social media in Malaysia 64
4
CHAPTER 3: Malaysia’s direction towards digital business
3.1 Government initiatives and policies 76
3.2 Private agencies growth 80
3.3 Social media marketing in global context 81
1. Malaysia in comparison with Asian first world country (Japan)
2. Malaysia in comparison with other Asian third world country (Indonesia)
3.4 Key strategies of social media marketing in Malaysia
1. The current trend of social media marketing
2. Type of business that benefit most out of social media marketing in Malaysia
3. Target group that value most from social media marketing
CONCLUSION 87
BIBLIOGRAPHY 88