Strategic use of social media for small business based on the AIDA model

Hassan, Shahizan; Nadzim, Siti Zaleha Ahmad; Shiratuddin, Norshuhada
Abstract:
This study proposes a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown.The focus group discussion was used for data gathering involving twenty two small business entrepreneurs.The finding shows that the model can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.
Research areas:
Year:
2015
Type of Publication:
Article
Keywords:
Social media; social media marketing; AIDA model; social media strategy
Journal:
Procedia - Social and Behavioral Sciences
Volume:
172
Pages:
262-269
Hits: 27

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