Small and Medium Enterprises’ Brand Engagement Building Via Online Advertising

Small and Medium Enterprises’ Brand Engagement Building Via Online Advertising. Malaysian Journal of Business and Economics (MJBE), 3 (1). pp. 39-56. ISSN 2289-6856 (2017)


No doubt that Internet has fundamentally changed the landscapes of the world
business perspectives from database management, to daily decision making
activities and contributes further to the ideas of Internet marketing which is seen
dominant among consumers. Online advertising has grown rapidly in recent years
open many possibilities for the marketers to promote their products and services
with right platform. The birth of social media as a part of online advertising
empowered consumers with knowledge and information related to products and
services. Online advertising represent a highly effective method for reaching
today’s young generation with Internet-savvy. At the same time, it also gives SMEs
an opportunity to develop their branding strategies. However, most of SMEs
undervalue the importance of branding. Therefore, SMEs need to shift their
paradigm as branding will help them to distinguish their business from rivals. The
interest in brand engagement rapidly increasing as the development of the Internet
especially the social media which creates special relationship between consumers
and the brands. SMEs should take the opportunity to optimise the usage of social
media in order to develop brand engagement in their organisation. This purely
literature review paper will discuss SMEs’ usage of Internet in general based on
brand engagement building via online advertising as a tool to create competitive
advantage among them to faced their rivals.

Item Type: Article
Keywords: Marketing, Small and Medium Enterprises (SMEs), Brand Engagement, Online Advertising
Taxonomy: By Subject > Business & Management > Marketing
Local Content Hub: Subjects > Business & Management
Depositing User: Asrizam Awang Aman
Date Deposited: 01 Aug 2021 13:13
Last Modified: 01 Aug 2021 13:13
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