The document discusses a study on the impact of social media on corporate brands in Malaysia. It presents background information on social media and corporate brands. The research problem is that while social media is an important part of marketing, there is no accepted theory on its use in Malaysia. The study aims to determine if social media positively influences corporate brands when used in online communications. It proposes a framework relating social media, credibility, embeddedness, user interaction, and corporate brands. Hypotheses and a research design involving questionnaires and statistical analysis are presented to test the framework. A pilot study will check the data collection method and scale the main variables.

1. The Impact Associated with Social
Media on Corporate Brand in
Malaysia Market
Prepared by:
Kharisma Adhie Nugraha
1101601147

2. The Impact Associated with Social Media on Corporate Brand
in Malaysia Market
Presentation Flow Background of Study
Research problem
Research Questions And Objectives
Literature Review  Thesis Framework
Research Hypothesis
Research design
Pilot Study

3. The Impact Associated with Social Media on Corporate Brand
in Malaysia Market
Traditional advertising is slipping, companies display a
rising interest in social media
Background Using social media in a company’s marketing mix is
of beneficial to its brand among Malaysian company
Study
Negative comments are harmful to the brand.

4. Background of Study
The term ‘social media’, sometimes also referred to as ‘consumer-generated media’
(CGM), “describes a variety of new and emerging sources of online information that are
created, initiated, circulated and used by consumers intent on educating each other
about products, brands, services, personalities and issues”
What is
Social Categories of Social Media (Constantinides & Fountain, 2007; Kaplan & Haenlein, 2010):
Media? • Collaborative projects (e.g. Wikipedia,comparison shopping sites)
• Blogs
• Content communities (e.g. Youtube)
• Social networking sites (e.g. Facebook)

5. Background of Study
What is One of the most important assets you can develop for your business is a powerful brand.
Brands are not just logos or tag lines, they are the culmination of who you are, how
Corporate Brand? you’re different from your competition, and why a buyer should do business with you
Fundamentally, branding online is pretty similar to branding offline. The palette is
different because the medium is reduced to a screen instead of a billboard or a print
advertisement, but the opportunity for messaging is the same.
What is online With Online brand management, we have learned that sometimes the best way to say
Corporate something on the social web is to, “have someone else say it.”In today's world an online
or social media brand manager has more than a single audience to worry about. There’s
Brand? the company website, corporate blog, Twitter account, Facebook Page, YouTube channel,
Foursquare presence and so on and so forth. Staying competitive in today’s social media
landscape means setting up shop where your fans are. An online business has a greater
chance for success if those who buy its products and services recognize its brand

6. The Impact Associated with Social Media on Corporate Brand
in Malaysia Market
social media is “a hybrid element of the promotion mix in that it combines some of
the characteristics of traditional IMC tools with a highly magnified form of word-of
mouth communications in which marketing managers cannot control the content
and frequency of such information
Research ‘web 2.0 experience’ also influences consumer decisions
Problem
Yet, there exist no broadly accepted theory to be implemented in Malaysia.

7. Is there any link which is determining the relationship
between the uses of social media in company’s online
communication mix, with the success of the corporate brand?
Research What account for using social media effectively in company
Questions online communication to create successful corporate brand?
What are the degree allowing consumers to read comments of
other consumers will impact on their purchase behaviour?
To determine whether the use of social media in a company’s
online communication mix positively influences the corporate
brand.
Research To examine the effectiveness of using social media in a
Objectives company’s online communication mix
To Investigating the degree allowing consumers to read
comments of other consumers will impact on their purchase
behaviour.

8. Thesis Framework
The central assertion of this thesis is that the use of social media in a
company’s communication mix positively influences the corporate
brand. This paper suggests that ‘credibility’ , ‘embeddedness’, and
‘user interaction’ mediate the influence of social media on the
corporate brand
Embeddedness Credibility User Interaction

9. Thesis Framework
People actively chose organizations they can identify with, even if
Embeddedness they are not formal members (Bhattacharya & Sen,2003)
is the degree to which ‘embedded relationships’ between customers and
companies. These relationships are likely to be “strong,
individuals enmeshed intricate, and trusting, resulting in consumers feeling more
with particular firms like insiders than outsiders” (Bhattacharya & Sen, 2003).
Thorson and Rodgers (2006) confirm that the ability to
interact induces consumers to engage in positive word-of-
mouth and fosters the creation of an intimate relationship
between organization and customer, i.e. causing feelings of
embeddedness.

10. Thesis Framework
Credibility Bickart and Schindler (2001) suggest that information presented in
social media has a higher credibility than marketer-generated
information.
How reliable and valid A major mediating factor between perceived interactivity and attitude
information that can be is trust (Thorson & Rodgers, 2006), which in turn is a part of credibility
(Newell & Goldsmith, 2001).
delivered
Gruen et al. (2006) find a significant correlation between the
knowledge exchange between consumers and the intentions to engage
in word-of-mouth. Electronic word-ofmouth, in turn, is more credible if
found on an interactive website, where consumers exchange
information and opinions.

11. Thesis Framework
User Interaction Obermiller and Spangenberg (2000) find that consumers are less
sceptical toward nformation presented in consumer reports or told by
a friend than advertisements or sales persons.
Global interaction which
a user has direct contact Duan et al. (2008) reach a conclusion and suggest that online reviews
increase consumer awareness instead of directly influencing public
and with which they opinion. They find that the rating of reviews has “no persuasive effect
interact to conduct on consumer purchase decisions” (Duan et al., 2008).
activities
East et al. (2008) find that positive wordof-mouth has a stronger
impact on brand purchase probability than negative publicity.

12. Thesis Framework
Social Media
Embeddedness
Credibility Corporate Brands
User Interaction

13. Hypothesis
Embeddedness Corporate communication messages appearing on social media
channels evoke higher feelings of embeddedness than messages
appearing on traditional online channels.
Feelings of embeddedness among consumers positively influences
corporate brands.
Corporate communication messages appearing on social media
channels are more credible than messages appearing on traditional
online channels.
Message credibility has a positive influence on the corporate brand
Credibility

14. Hypothesis
User Interaction Pre-exposure word-of-mouth, even when partially negative, has a
positive impact on the credibility of the message.
Feelings of embeddedness foster the creation of post-exposure word-
of-mouth.

15. Research Design
developing a framework that can generate research
Purpose of study hypothesis, and then test the reliability and validity of
the hypothesis.
Type of correlation type of investigation : The researcher
investigates the measure of the association, or co-
Investigation variation of two or more dependent variables
Minimal : correlation study, explained the researcher findings from
extent of researcher how researcher develop a thesis framework, collect the relevant
interference data, until analyze the data to come up with the findings.
non-contrived : researcher is simply observing his subjects in
Study Setting the "real life" environments. Because researcher have no way
of influencing what researcher subjects are doing

16. Research Design
Data Collection Primary : Questionnaire
Secondary : company record and publication journal
Method
scaling measurement : using scale answer questionnaire.
Measurement and Interval Scale : The participants answered each question with the degree of
measure what they believes (for example 1 = strongly disagree... 5 = strongly agree).

17. Pilot Study
check the consistency of the
Gathering distribution of participants’ check the consistency of the
Data gender, nationality, Control question
education and age
Scaling the main data to
examine the three entity in
the TF
Test the
hypothesis