在2019冠状病毒病大流行期间，数字营销实施对雪兰莪在线消费者的影响

Management Science Letters Pub Date : 2022-01-01 DOI:10.5267/j.msl.2021.8.002

Z. Zaidi, S. Shukri

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引用次数: 1

摘要

新冠肺炎疫情在许多方面造成了重大变化，特别是对中小企业(SMEs)来说，由于马来西亚政府实施的流动管制令(MCO)，许多中小企业需要关闭业务，因为中小企业无法接触到他们的客户。先前的研究表明，拥有有效的数字营销策略可能会使企业容易受到中小企业的严重挫折。本研究计划旨在开展并证明在COVID-19大流行期间影响雪兰莪州在线消费者的数字营销实施的可能潜在影响和因素。本文的研究方法采用描述性定性方法，通过分析以往各种关于数字营销研究范围的文献。本研究的样本量为235人，是根据方便抽样的原则选择的。该发现发现，在2019冠状病毒病大流行期间，客户忠诚度与对雪兰莪在线消费者实施数字营销之间存在显著关系，在2019冠状病毒病大流行期间，品牌知名度与对雪兰莪在线消费者实施数字营销之间存在显著关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic

The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

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来源期刊

Management Science Letters

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： Management Science Letters is a peer reviewed, monthly publication dedicated to create a forum for scientists in all over the world who wish to share their experiences and knowledge in the field of management skills in the form of original, high quality and value added articles. The journal''s policy is to perform a peer review on all submitted articles and the papers will be appeared in a form of online on our website as soon as the review result becomes positive. The journal covers both empirical and theoretical aspects of management and gives the chance on sharing knowledge among practitioners. Management Science Letters is dedicated for publishing in the following areas: • Quality Management • Production Management (Scheduling, Production management, etc.) • Total Quality Management (TQM) • Six Sigma • Production Efficiency • Just in Time Inventory • Data Envelopment Analysis • Balanced Score Card • Activity Based Cost (ABC) • Technology Acceptance Model • Marketing planning and Customer Relationship Management • Critical Success Factors • e-learning • Customer satisfaction, Job satisfaction, Job turnover, • Organizational commitment, Employee Commitment • Knowledge Management • Knowledge sharing • Human Resources Management (Employee training, Employee Performance, Work achievements,) • Small and medium-sized enterprises (SMEs) issues and Economic development • Innovation, Creativity, Productivity and Performance • Multi-Criteria Decision Making Applications in Management Science (AHP, BWM, TOPSIS, …) • Education Management, Social development, Public Policy • Tourism Industry, Tourism promotion, Tourism directorates • Business performance and financial performance