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دانلود رایکان مقاله انگلیسی ISI با موضوع استفاده استراتژیکی از رسانه اجتماعی در تجارت های جزئی بر پایه مدل AIDA

عنوان فارسی مقاله:

استفاده استراتژیکی از رسانه اجتماعی در تجارت های جزئی بر پایه مدل AIDA

عنوان انگلیسی مقاله:

Strategic Use of Social Media for Small Business Based on the AIDA Model

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1. Introduction
Due to its popularity and widespread use, social media has been seen as a new platform which can be used as a competitive marketing weapon by business firms. Nonetheless, to what extent the use of social media as a marketing strategy is effective remains unclear. Studies on the impact of social media as a marketing tool for small business are also scarce. It is also generally known among marketing scholars and practitioners that the Attention, Interest, Desire, and Action (AIDA) model has been applied widely in marketing activities either based on traditional methods or online. However, its applicability in the context of strategic use of social media remains unknown and certainly requires extensive research. This paper presents a study which investigates how social media can be used strategically as a marketing tool for small business based on the AIDA model. The study was conducted on selected samples of small businesses in Malaysia.

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