The adoption of social media marketing strategy in food and beverages industry among muslim women entrepreneurs in Kedah.
Social media is a vital tool as digital platforms reshape the business landscape, increasing brand visibility, customer engagement, and business growth. This study explores the adoption of social media as a marketing strategy among Muslim women entrepreneurs operating in the food and beverage indust...
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| Format: | Dissertation |
| Langue: | anglais anglais |
| Publié: |
2025
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| Accès en ligne: | https://etd.uum.edu.my/11951/1/permission%20to%20deposit-grant%20the%20permission-s831768.pdf https://etd.uum.edu.my/11951/2/s831768_01.pdf https://etd.uum.edu.my/11951/ |
| Abstract | Abstract here |
| Résumé: | Social media is a vital tool as digital platforms reshape the business landscape, increasing brand visibility, customer engagement, and business growth. This study explores the adoption of social media as a marketing strategy among Muslim women entrepreneurs operating in the food and beverage industry in Kedah, Malaysia. Through qualitative methods, non-probability, sampling technique population, including in depth interviews with entrepreneurs across eight districts in Kedah, the study reveals varied usage of platforms such as Facebook, Instagram, TikTok, and WhatsApp based on business needs and user preferences. Key findings highlight that while social media significantly enhances market outreach and customer trust, challenges such as limited digital literacy, lack of capital, and balancing family responsibilities persist. This research contributes to understanding how faith, gender roles, and technology converge in entrepreneurial settings, offering insights for policy, training programs, and future academic exploration. |
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