Abdul Hamid, Aida Suhana and Wan Affandi, Wan Nor Hidayah (2025) Atlantis Highlights in Social Sciences, Education and Humanities - 2025 : Leveraging Social Media: A Game-Changer for Modern Businesses. Atlantis Highlights in Social Sciences, Education and Humanities, 930. pp. 15-27.
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Abstract
This study examines the impact of social media on business performance, particularly brand awareness and product demand. Using a quantitative approach, the researchers surveyed 254 online sellers in Kuala Lumpur and Selangor, Malaysia. The findings show significant relationships between social media use and business enhancement, particularly in increasing brand awareness and product demand. Social media also helps businesses expand market reach, engage customers, obtain real-time feedback, and use influencer partnerships to shape consumer perceptions and purchasing behaviour.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Social Media; Influencer; Brand Awareness; Product Demand |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Institute of Graduate Studies (IGS) |
| Depositing User: | LIBRARY2 UPTM |
| Date Deposited: | 14 Aug 2026 04:28 |
| Last Modified: | 14 Aug 2026 04:28 |
| URI: | http://eprints.uptm.edu.my/id/eprint/5973 |
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