Social Media in Marketing Communication: Strategies for Online Businesses in the Era of Digitalization

• Main Authors: Linus, Hamizan, Albert Gisip, Imelda, Harun, Amran
• Format: Book Section
• Language: English
• Published: Penerbit UTHM 2020
• Subjects: HF5387-5387.5 Business ethics
• Online Access: http://eprints.uthm.edu.my/1855/1/Chapter%2006%20Social%20Media%20in%20Marketing%20Communication.pdf; http://eprints.uthm.edu.my/1855/
• Institution: Universiti Tun Hussein Onn Malaysia

The increasing number of online businesses in digital technology has influenced consumers these past two decades (Alalwan, Rana, Algharabat, & Tarhini, 2016; Dwivedi, Kapoor, & Chen (2015); Rathore, Ilavarasan, & Dwivedi, 2016; Taylor, Lewin, & Strutton 2011; Zhu & Chen, 2015) an...