Proposed Master
Proposed Master’s Thesis Research Project Title
Student Name: NOR AZIM BIN AHMAD RADZI
Student ID: MB1312136T
1. FOCUS AREA
Marketing and Entrepreneurship
2. PROPOSED TOPIC
a. Social Media Marketing and Customer Loyalty through Customer Satisfaction; Does Social Media helps organisations in having better Customer Engagement to achieve Satisfaction and Loyalty? Or;
b. Customer Brand Engagement on Online Social Media Platforms; Does Social Media helps strengthening SMEs’ Branding effort among customers?
3. BACKGROUND OF TOPIC
a. Revolutionary advancement in Computer and Information technology especially in the discovery of the Internet has change the business environment in the market almost entirely. Nowadays, social media platforms such as Twitter, Facebook and Blogs are being used by almost everyone with Internet access in the whole world. With the ever-increasing numbers of users of said platforms, many organisations should realise the importance to fully utilise these mediums as part of their branding strategy through interaction and communication with their customers which in turn may help improving the relationship (satisfaction and loyalty).
b. A great interest in the concept of customer engagement has emerged along with the rise of online social media during the past few years. Marketing practitioners were the first ones attempting to define and understand the potential outcomes of customer engagement.
c. However, due to a lack of scholarly interest and empirical support, the nature of customer engagement has remained rather vague and its presupposed capability to enhance customer relationships still uncertain.
d. The aim of this study is to bridge this gap by conducting an empirical analysis in the effort to discover and enlighten the effects of Social Media platforms marketing toward Customers Loyalty and Satisfaction. Drawing on the overview of academic literature and the results of a quantitative online consumer study, the paper delivers a thorough
Student Name: NOR AZIM BIN AHMAD RADZI
Student ID: MB1312136T
1. FOCUS AREA
Marketing and Entrepreneurship
2. PROPOSED TOPIC
a. Social Media Marketing and Customer Loyalty through Customer Satisfaction; Does Social Media helps organisations in having better Customer Engagement to achieve Satisfaction and Loyalty? Or;
b. Customer Brand Engagement on Online Social Media Platforms; Does Social Media helps strengthening SMEs’ Branding effort among customers?
3. BACKGROUND OF TOPIC
a. Revolutionary advancement in Computer and Information technology especially in the discovery of the Internet has change the business environment in the market almost entirely. Nowadays, social media platforms such as Twitter, Facebook and Blogs are being used by almost everyone with Internet access in the whole world. With the ever-increasing numbers of users of said platforms, many organisations should realise the importance to fully utilise these mediums as part of their branding strategy through interaction and communication with their customers which in turn may help improving the relationship (satisfaction and loyalty).
b. A great interest in the concept of customer engagement has emerged along with the rise of online social media during the past few years. Marketing practitioners were the first ones attempting to define and understand the potential outcomes of customer engagement.
c. However, due to a lack of scholarly interest and empirical support, the nature of customer engagement has remained rather vague and its presupposed capability to enhance customer relationships still uncertain.
d. The aim of this study is to bridge this gap by conducting an empirical analysis in the effort to discover and enlighten the effects of Social Media platforms marketing toward Customers Loyalty and Satisfaction. Drawing on the overview of academic literature and the results of a quantitative online consumer study, the paper delivers a thorough