Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing
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| Format: | Master's thesis |
| Language: | English |
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Universiti Teknologi Malaysia
2025
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| Online Access: | https://utmik.utm.my/handle/123456789/50501 |
| Abstract | Abstract here |
| _version_ | 1854975091703545856 |
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| author | Kirubasshini Seluarazel |
| author2 | Shathees Baskaran, Supervisor |
| author_facet | Shathees Baskaran, Supervisor Kirubasshini Seluarazel |
| author_sort | Kirubasshini Seluarazel |
| description | Not available |
| format | Master's thesis |
| id | utm-123456789-50501 |
| institution | Universiti Teknologi Malaysia |
| language | English |
| publishDate | 2025 |
| publisher | Universiti Teknologi Malaysia |
| record_format | dspace |
| record_pdf | Abstract |
| spelling | utm-123456789-505012025-08-21T07:06:53Z Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing Kirubasshini Seluarazel Shathees Baskaran, Supervisor Revenue management -- Retail businesses Social media marketing -- Business applications Business revenue -- Social media influence Not available The purpose of this action research is to improve the revenue generation for a small business which is Kekaboo Pasir Gudang (KPG) Branch is based on Pasir Gudang, Johor Bahru by enhancing the visibility across Malaysia through social media marketing intervention. The small business is facing of lack of revenue to run their business smoothly as their current revenue generation practices are less effective and unable to attract enough attention from the public due to lack of visibility. The problems has been identified by understand the gap in current revenue generation strategies and the visibility of KPG. Based on the past and contemporary studies, visual-based advertisements and user-generated content advertisements are proposed as the best solution to improve the revenue generation strategies and visibility of KPG. It was further supported by two model or theories which are the AIDA model as means of communication model and Theory of Planned Behavior (TPB) as a decision-making model for the small business to influence the behavior of the customers. The small business should use compelling, appealing and relevant content to attract the attention of the social media user. The first intervention proposed is visual-based advertisements in the form of posters and videos a meanwhile the user-generated advertisement that created in the form online contest. The data analysis method used in this research study is thematic analysis and content analysis for qualitative approach meanwhile descriptive analysis for quantitative approach. At the end of this paper, this research indicated that both the visual-based content marketing and user-generated content marketing in the forms of video, poster and multiple-page post across social media platforms has achieved a greater number of visibility among Malaysian and resulted in a successful revenue generation with moderate expenses. ezathulimma UTM 231 p. Thesis (Sarjana Pentadbiran Perniagaan) - Universiti Teknologi Malaysia, 2022 2025-03-13T09:59:09Z 2025-03-13T09:59:09Z 2022 Master's thesis https://utmik.utm.my/handle/123456789/50501 vital:151453 valet-20221023-144723 ENG Closed Access UTM Complete Unpublished Completion application/pdf Universiti Teknologi Malaysia |
| spellingShingle | Revenue management -- Retail businesses Social media marketing -- Business applications Business revenue -- Social media influence Kirubasshini Seluarazel Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| thesis_level | Master |
| title | Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| title_full | Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| title_fullStr | Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| title_full_unstemmed | Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| title_short | Improving revenue generation for Kekaboo Pasir Gudang Branch (KPG) through social media marketing |
| title_sort | improving revenue generation for kekaboo pasir gudang branch kpg through social media marketing |
| topic | Revenue management -- Retail businesses Social media marketing -- Business applications Business revenue -- Social media influence |
| url | https://utmik.utm.my/handle/123456789/50501 |
| work_keys_str_mv | AT kirubasshiniseluarazel improvingrevenuegenerationforkekaboopasirgudangbranchkpgthroughsocialmediamarketing |