Qamarina & Zuraidah (2022)
I believe that products with well-
known brand names are always of
excellent quality.
4.2 Multiple Regression
Multiple Linear Regression is used to investigate the linear relationship between independent variables and dependent variable.
The significant value is used to determine whether the independent variables have a relationship with the dependent variables;
if the significant value is less than 0.05, the results should be positive. The Standardized Coefficients Beta value, on the other
hand, is used to determine which independent variables have the most significant relationship and will be influenced by the
dependent variable. As can be seen from the Multiple Linear Regression Results in Table 4.6, only two variables were found
to be statistically significant: Brand Characteristics (β = 0.413, sig = 0.000) and Advertising (β = 0.399, sig = 0.000). There is
only one variable, Sales Promotion (β = 0.095, sig = 0.132), which indicates that the variable is not significant in relation to
the continuous, dependent variables because their significant value is greater than 0.05. As a result, the most powerful factors
influenced by Brand Awareness are Brand Characteristics and Advertising.
Table 4.6: Multiple Linear Regression – Coefficients
Standardized
Model T Sig.
Coefficients Beta
(Constant) 1.197 .233
Brand Characteristics .413 6.082 .000
Advertising .399 5.572 .000
Sales Promotion .095 1.515 .132
Table 4.7: Multiple Linear Regression – R Square
Model R R Square Adjusted R SE of the Estimate
2
1 .788 .621 .613 .55398
As can be seen in Table 4.7, the value of R-square is 0.621. According to this value, the independent variables of Brand
Characteristics, Advertising, and Sales Promotion contributed 62.1% factors to Brand Awareness. Besides that, an additional
37.9% of Brand Awareness factors are deduced from another independent variable that is not assessed in this research.
5.0 DISCUSSION AND CONCLUSION
This research aims to determine the factors that influencing brand awareness of Clayniq Enterprise. The research findings in
this chapter are explained and assessed to answer all research questions discovered in the early stages of the current study
(Chapter 1), and the research findings are also summarized in this chapter. Furthermore, the findings of this study could be
applied to companies that want to increase their brand awareness, which is to be recognized by potential customers and properly
associated with a specific product or service. Finally, this chapter also will discuss the researcher's limitations throughout the
research, along with recommendations for further research.
5.1 Independent Sample T-test Analysis Discussion
In this study, an independent sample T-test was carried out to test the effectiveness of the proposed intervention which was an
online campaign on the dependent variable. Based on the results obtained from the T-test analysis from chapter 4, it shows
that there was a significant difference between pre-intervention and post-intervention towards brand awareness. The proposed
online campaign is being developed in the form of a poster campaign, which is a poster not only focused on promoting Clayniq's
product, but also emphasizing the message and conveying the message to targeted respondents. This proposed campaign
wanted to highlight the importance of healthy skin as well as how to appreciate and protect skin with the use of a Clayniq
product, Dual-Antibax Cleansing soap. This is because the Clayniq product promotes healthy skin, particularly when it comes
to treating external wounds.
In a marketing area, messages can positively promote brand awareness, so businesses should focus on developing message
content by developing stimulating customers. Sending a message that has a significant meaning in the minds of the customers
makes them more aware of the brand. According to Nguyen, C., & Nguyen, D. (2020), companies should implement messages
into a variety of situations while still ensuring that their content is displayed in a direct, precise, and simple way to develop an
interesting and creative message. Companies also must focus on presenting a message that can capture people’s attention so
that it can directly increase brand awareness. It is also important to consider human and emotional traits to ensure that the
message gets much attention from the audience. Therefore, the content of a message in a campaign should be able to convey
630
Qamarina & Zuraidah (2022)
a a meaningful and enjoyable to attract more targeted customers. Thus, the proposed intervention can be adopted and
implemented by the companies as one of the ways to raise brand awareness.
5.2 Hypothesis Discussion
5.2.1 H1 – To determine if there is a positive relationship between Brand Characteristics and Brand Awareness of
Clayniq Enterprise.
The result of H1 is accepted as it shows that there is a positive relationship between brand characteristics and brand awareness
of Clayniq Enterprise. Brand characteristics results (β = 0.413, t-value = 6.082, sig = 0.000) stipulate that there is a strong
relationship towards the brand awareness of Clayniq Enterprise. It can be concluded that brand characteristics have an impact
on brand awareness because brand characteristics are a significant factor in deciding customer decision making in trusting the
brands. This is happened because the customers always form an opinion before purchasing products. Brand characteristics are
the uniqueness and an advantage for a company to differentiate their brand from competitors and to gain the competitive edge
in the target market. The companies need to make sure that there are a unique and specific character so that the brand can
differentiate it from similar brands in the market. From this study, Clayniq enterprise can implement and promote their own
brand characteristics such as their new clay-based technology products to stand out from other products and to increase brand
awareness. Hence, H1 is accepted.
5.2.2 H2 – To determine if there is a positive relationship between Advertising and Brand Awareness
of Clayniq Enterprise.
The results show that H2 is accepted, which explains why advertising has a positive relationship and have a massive influence
on Clayniq Enterprise's brand awareness (= 0.399, t-value = 5.572, sig = 0.000). The findings are consistent with previous
research by Daosue, C., and Wanarat, S. (2019). From the previous research, advertising allows customers to become
acquainted and familiar with a particular brand and make a judgement based on knowledge and understanding stored in their
memory. Advertising can assist a company in creating brand awareness before building and maintaining brand equity by
informing the process of customers' purchase decisions. Through advertising, it is also used to inform and forcing customers
to remember a specific brand. Before focusing on brand equity, companies should focus on efforts to increase awareness of
their advertising by focusing on the components that create this awareness. To increase awareness and implement integrated
marketing communication, it is essential to provide advertising through different types of media content such as television,
radio, and internet. When customers are subjected to repeated advertising, they can gain a more positive perception and increase
mental association through the powerful of brand awareness. Hence, H2 is supported.
5.2.3 H3 – To determine if there is a positive relationship between Sales Promotion and Brand
Awareness of Clayniq Enterprise.
Based on the result in chapter 4, H3 is rejected where sales promotion does not have a positive relationship towards brand
awareness of Clayniq Enterprise. Consequently, the results (β = 0.095 t-value = 1.515, sig = 0.132) specify that sales promotion
does not influence the relationship between the brand awareness of Clayniq Enterprise. This is because sales promotion is one
of the short-term strategies that can be applied to increase brand awareness. According to Villarejo –Ramos et al. (2005), sales
promotion has been considered as a strategy that lessens the brand equity because it only supports short-term benefit that they
provide through a short-term attractiveness to the customers. Repeated price discounts not only make it difficult to build brand
awareness, but it also would harm brand equity because it is a quick sales push strategy. Thus, H3 is not supported.
5.3 Limitation and Future Recommendation of the Research
There are some limitations and further recommendation of this study. To begin, this study primarily focused on three factors:
brand characteristics, advertising, and sales promotion. Therefore, future research should include additional factors influencing
brand awareness, such as brand name and public relations. Furthermore, there have been no previous studies that investigate
the factors that influence brand awareness of pharmaceutical products, making this study challenging and needing the use of
previous research that is only indirectly related to this research topic. Thus, it is suggested that future research should broaden
the scope of the study to include factors that influence brand awareness in the pharmaceutical industry and other related fields
of business for a more precise and reliable comparison of the results. This study also focuses on quantitative research, and data
was gathered using a survey questionnaire. As a result, other researchers are encouraged to conduct mixed method or qualitative
research to obtain in-depth consumer perspectives on pharmaceutical brands in Malaysia. Finally, most respondents are between
the ages of 16 and 25, with no respondents between the ages of 46 and 55 and 56 and older. Furthermore, the respondents are
mostly university students, which raises the possibility of an external validity question. As a result of these constraints, the
outcome's generalizability is limited. Following that, future research should distribute and share the questionnaire with people
of all ages and working respondents so that the results are more representative and accurate. Future research should be done
continuously, as brand awareness are one of the elements to gaining customer recognition of a product and brand which, also has
a direct impact on the customers purchasing decision. According to the findings of the study, companies must ensure that their
customers are familiar with and knowledgeable about their products to encourage purchasing intentions from new potential
customers and repeat orders for the product from existing customers.
631
Qamarina & Zuraidah (2022)
5.4 Conclusion
The purpose of this study was to investigate the factors that influence brand awareness of Clayniq Enterprise. There are three
hypotheses were proposed and the data were collected from respondents in Malaysia to test the proposed hypothesis. The
results show in this study supported all the assume research hypotheses in a significant way except for H2. The study confirms
that only brand characteristics and advertising are important in enhancing brand awareness of Clayniq Enterprise. It is
necessary for all brand to increase brand awareness by increasing interaction with the brand, creating positive brand
associations, improves brand loyalty by communicating it with the target market, and encouraging customers to become
connected with brand and associated products. Brand awareness can be enhanced not only through advertising and brand
characteristics, but also through social media tools such as Instagram, Facebook, Twitter, and Tiktok, which help to reach
customers in interesting ways and helps promote the company and its brand awareness.
632
Qamarina & Zuraidah (2022)
REFERENCES
Aaker, D. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), pp.27-32.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence
from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
Allaway, A.W., Huddleston, P., Whipple, J. and Ellinger, A.E. (2011). Customer-based brand equity, equity drivers, and
customer loyalty in the supermarket industry, Journal of Product & Brand Management, Vol. 20 No. 3, pp. 190-204.
Aswad, O. (2016). Success Factors Enhancing Brand Awareness: Adopting social media in Business Communication
Activities. World Journal of Management, 7(1), pp.62-81.
Blech, George and Blech, Michael, (2001). Advertising And Promotion, McGraw-Hill, New NY: York, Fifth Edition.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business
& Management Studies: An International Journal, 6(1), 128-148.
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual Model for examining social media
marketing effects on brand awareness and brand image. International Journal of Economics and Business Research,
17(3), 243-261.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content
quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966.
Daosue, C., & Wanarat, S. (2019). The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product
Brand in Wholesale Shops, Bangkok, and Metropolitan Areas. ABAC Journal, 39.
Domazet, I. (2012). Marketing komunikacije finansijskih organizacija, Institut ekonomskih nauka: Beograd.
Filipovic V., & Kostic-Stankovic, M. (2014). Marketing menadžment. Fakultet organizacionih nauka: Beograd.
Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press.
GU, Y. C. (2019). The Influence of Sales Promotion, Perceived Product Quality and Hedonic Perception on Consumers’
Purchase Intention-The Moderating Effect of Brand Awareness (Doctoral dissertation, UTAR).
Haque, M. S. S., Bappy, T. A., & Arifuzzaman, M. (2018). The Impact of Brand Awareness on Customer Loyalty towards
Igloo Ice Cream: A Study on Dhaka University Students. International Journal of Science and Business, 2(1), 1-21.
Keller, K.L. (2016) ‘Reflections on customer-based brand equity: perspectives, progress, and priorities’, AMS Review, Vol.
6, Nos. 1–2, pp1–16.
Kuan, A. L. K., Ann, H. N., Mohd Badri, E. N. F., & Tang, K. Y. (2014). UTAUT2 influencing the behavioural intention to
adopt mobile applications (Doctoral dissertation, UTAR).
Lee, Y. S., Cheah, Q. Y., Loong, X. Y., Liew, C. H., & Then, L. J. (2018). Bitcoin: behavioural intention to use the new
transaction paradigm in Malaysia (Doctoral dissertation, UTAR).
Liew, J. M. (2019). A Study of Factors Influencing Customers’ Acceptance of Mobile Payments in Malaysia (Doctoral
dissertation, UTAR).
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat
purchase product: A replication. Journal of Business Research, 48, 5-15.
Montaner, T., & Pina, J. M. (2008). The effect of promotion type and benefit congruency on brand image. The Journal
of Applied Business Research, 24(3), pp. 15-28.
Neslin, S. A. (2002). Sales Promotions. In B. Weitz & R. Wensley (Eds.), Handbook of Marketing (pp.310 -
338). London: SAGE Publications Ltd.
Nguyen, C., & Nguyen, D. (2020). A study of factors affecting brand awareness in the context of viral marketing in Vietnam.
International Journal of Advanced Science and Technology, 29(5), 5401-5411.
Produk Berasaskan Tanah Liat Kaolin. (n.d.). Retrieved from: https://clayniq.wordpress.com/.
Reza Jalilvand, M. and Samiei, N. (2012) ‘the effect of electronic word of mouth on brand image and purchase intention: an
empirical study in the automobile industry in Iran’, Marketing Intelligence & Planning, Vol. 30, No. 4, pp.460–476.
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in
store brands of food products. Food quality and preference, 32, 289-298.
633
Qamarina & Zuraidah (2022)
Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty,
brand awareness, and brand image. International Journal of Retail & Distribution Management.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer
response in the airline industry. Journal of Air Transport Management, 66, 36-41
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of
Marketing and Consumer Research, 33(3), 34-38.
Shojaee, S. and Bin Azman, A. (2013). An Evaluation of Factors Affecting Brand Awareness in the Context of social media
in Malaysia. Asian Social Science, 9(17).
Srinivasan, S., Pauwels, K., Hanssens, D.M. And Dekimpe, M.G. (2004). Do promotions benefit manufacturers, retailers,
or both? Management Science, Vol. 50 No. 5, pp. 617-629.
Villarejo-Ramos. A. F, SanchezFranco. M.J (2005). The impact of marketing communication and price promotion on brand
equity, Business Administration Faculty, University of Seville, 1 Avenida Ramo´n y Cajal,41018–Seville, Spain.
Xinhe, S. (2019). Price awareness, social influence, sales promotion, and brand awareness affecting purchase intention of
cosmetics in Bangkok.
634
635 Syamimi (2022)
PEMBENTANGAN
PSM JAN 2022
AHIBS UTM SKUDAI
INSTAGRAM CONTENT MARKETING FOR CUSTOMER ENGAGEMENT OF
PHARMACEUTICAL PRODUCT: CASE STUDY OF CLAYNIQ ENTERPRISE
NUR SYAMIMI BINTI JUMIRAN, DR ZURAIDAH BINTI SULAIMAN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected], [email protected]
Abstract
ClayNiq Enterprise uses social media to attract customers to promote their products. A successful social media strategy is to allow
most customers to interact with the product. In this study, there are many factors that affect customer engagement. The relationship
between posting and Instagram factors is important using images, videos, or stories to allow customers to interact with the company
and make customers feel quick to comment and interact on it. Finding this research is among random Instagram users using survey
method.
Keywords: Costumer engagement, social media, Instagram
1.0 INTRODUCTION
Social media is the major channel today for brands’ communication and therefore, becomes an opportunity for consumers to
reconnect to brands of their favorite products (Kim, Spiller and Hettche, 2015). By creating branded social media pages, companies
can provide their customers and other companies with more specific information for various purposes. This information is presented
in the form of messages, and if successful, it will be accepted by consumers, or even more value (Luarn, Lin and Chiu, 2015). The
majority of global companies already actively utilize social media on a frequent basis in order to communicate with their consumers.
No matter what industry it is, this digital channel stays popular and effective for many businesses (Kim, Spiller and Hettche, 2015).
This utilization of digital channels is considered as an opportunity to engage customers and maintain them in the digital age (Straker,
Wrigley and Rosemann, 2015). According to Lee, Hosanagar and Nair (2018), higher engagement is achievable for brands online
when these share brand-personality related content, which suggests that firms gain positive results from this.
Customer engagement can occur on either a cognitive, emotional or behavioral level (Hollebeek and Macky, 2019). Given these
characteristics, it seems reasonable that participation may be an intermediate variable between online status and consumer attitudes
and behaviors (Mollen and Wilson, 2010). Today, Instagram has become a powerful marketing tool, suitable for companies that
hope to have 1.074 billion users worldwide by 2021 to expand the influence and visibility of their products. Pansari and Kumar
(2017) identified customer loyalty as a direct or indirect mechanism that can increase the proposed brand value for customers and
encourage customers to stick to the brand (Kosiba, Boateng, Amartey, Boakye, and Hinson, 2018).
Instagram becoming increasingly popular engagement towards customers. For many marketers, this may be one of the most
important KPIs, but measuring it is not easy. With the prosperous development of the Instagram platform, it is difficult to keep up
with updates and content that needs to be measured. It happened to ClayNiq Enterprise because they had a content problem that
they needed to provide for posting and also attractive posting in attracting customers. ClayNiq Enterprise is a newly established
company and registered with the Companies Commission of Malaysia (SSM) (003214609-P) on 11 December 2020 that uses
clay as the base material for their products and it is a research bases product. The company is a sole proprietorship business
635
636 Syamimi (2022)
owned by Mr. Ibrahirul Qamil Bin Ismail and he is also the managing director of ClayNiq Enterprise. ClayNiq uses the concept
of research to market where the products produced and marketed are scientifically proven new technological research such as
cosmetic products and medical personal care. The company provides digital marketing, supply and sales services. The digital
marketing channels used are instagram platform (@clay.niq), website (https://clayniq.wordpress.com/) and facebook (ClayNiq)
in providing information on products and companies. The current supply and sales are small -scale, so all the processes are done in
Mr. Qamil's own house. The company has only 2 employees including Mr, Qamil. Direct selling helps a lot in selling this company.
The first product he produced was DUAL-ANTIBAX cleansing soap, a combination of cosmetics and pharmaceuticals. The most
important part of this product is that they use silver ions and clay, it is the creation of the first product produced so far. It is
formulated with tea tree oil and rice bran oil to provide long -lasting moisture and freshness. It is also specially formulated with the
antibacterial ingredient kaolin to inhibit the growth of harmful bacteria in treating sensitive skin problems, flaking, body odor and
dull skin.
za
1.1 Problem Statement
For small businesses, social media seems to be the easiest. Basically, it is a free tool that almost everyone is using, a project that
will benefit and curse. Some companies have killed their brands with poor marketing strategies. If you can’t develop a technique
for your post, please refuse to promote high-quality graphics and do not participate in the community. You won’t see an immediate
decline in business, but the effort spent on content publishing won’t generate new potential customers because people see poor
marketing and choose not to participate. You need to summarize some key elements of your social media strategy in order to
connect with your target market and generate potential customers for your business. The mistake ClayNiq Enterprise faces is that
lack of content marketing can lead to publishing errors. interesting. photo. Whether they read the content or not, they immediately
make assumptions about the use of commercially-driven graphics, and there are several free and affordable platforms that allow
businesses to create and edit photos and videos for social media posting. Media images and messages. When someone views an
image post, reads a message, or watches a video, buyers will try to understand whether the product is being promoted to them. It is
important that the audience can recognize the company’s content and will have enough interest in clicking on links, requesting more
information, or attending a newsletter.
It is exhausting to post on social media all the time, and companies must do this strategically. If you don't try, the company's brand
will not be relevant. Whether you post once a day or once every few days, this means you can keep in touch with your customers
in just one step. Companies can post links to articles that provide useful information to their communities, share inspirational
quotes, ask about topics that will help research and develop their next product, provide reviews of current products, and finally
submit personal information. Members from your team. Likes and comments are warm clues, because they are people who show a
certain interest in the products provided by the company through interaction and encourage customers to buy.
1.2 Research Questions
This study listed three main research questions:
i. Are there any relationship between interactivity, consistency, and content type with customer engagement of ClayNiQ
pharmaceutical products?
ii. What are the most important factors that influence customer engagement of ClayNiQ pharmaceutical products?
iii. Does marketing campaign using user generated content on Instagram help to increase customer engagement of ClayNiQ
pharmaceutical products?
636
637 Syamimi (2022)
1.3 Research Objectives
This study listed three main objectives:
i. To identify the relationship between interactivity, consistency, and content type with customer engagement of ClayNiQ
pharmaceutical products.
ii. To investigate the most important factors that influence customer engagement of ClayNiQ pharmaceutical products.
iii. To explore either marketing campaign using user generated content on Instagram help to increase customer engagement of
ClayNiQ pharmaceutical products?
2.0 LITERATURE REVIEW
2.1 Customers Engagement
Hollebeek (2011) defines customer's brand loyalty as the level of customer's motivation towards the brand and the situational
awareness state based on the awareness, emotion and behavior of specific brand interaction. The goal of customer loyalty is to
focus on customer behavior to reach the target company, which is beyond the scope of transactions and shopping. On this basis,
Vivek (2012) believes that customer participation in relationship marketing includes not only the relationship established between
buyers and sellers, but also all relationships; it can be potential customers, real customers, and any other potential customers. The
author focuses on the behavioral aspects of customer interaction on Instagram. According to Palmet and Ghasemi (2019), customer
loyalty behavior is manifested in the idea of liking brand content on Instagram, willingness to cooperate to provide products and
services for brand development, and increasing motivation. Positive interaction with the brand. With the advancement of
technology, consumers can increasingly use digital and social media platforms to express opinions and interact with businesses.
Many companies have changed the way of advertising in traditional media. The thesis starts with digital media. A platform for
direct interaction with customers (Paruti and Kaur, 2017). When analyzing Instagram engagement, images posted at different time
periods are treated the same.
However, as the account age and more followers increase, the average number of likes for newly posted photos increases (Wang,
Liu and Vosoughi 2020). If everything else remains the same, the same photo posted when the account is young is now less
attractive than when the account was old. So, on average, photos posted later in the account’s lifecycle will get more likes. Based
on this observation, we will look at all posted photos to determine the level of engagement after posting. Using this method, we
define high and low engagement based on the average engagement of photos posted on the same account (Wang, Liu, and Vosoughi
2020).
2.2 Hypothesis Development
2.2.1 Interactivity
Message interactivity is the degree to which users perceive interaction or communication as two-way, able to control their behavior
and react to it (Mollen and Wilson 2010). Interactivity is important for communication and maintaining relationships. Interaction
is mainly viewed from three perspectives: (1) focus on customer experience and self-expression; (2) consider how customers
communicate with each other, and (3) focus on the technical characteristics of vehicles and their ability to create interactive
experiences (Ariel and Avidar, 2015). According to Kim and Yang (2017), Instagram is a place where all businesses have the same
technological opportunities to interact. Therefore, the interactivity of information depends on the extent to which the brand takes
action to reach customers through two-way communication between customers and the company. For the following assumptions:
H1 : There is significant relationship between interactivity post and customer engagement on social media
637
638 Syamimi (2022)
2.2.2 Consistency
It may be visible that the significance of Instagram due to the fact nearly all of the customers use Instagram on each daily basis and
positioned consistency closer to their posting and it additionally may be visible that Instagram is popular. It additionally may be
visible that in some way Instagram does assist in increase of personal brands. Instagram is the maximum used social utility observed
via way of means of YouTube and Facebook. Authenticity, particular content material with a clean bio to color palette, and having
a specific style is important to create a personal brand in keeping with customers. Also, consistency is the important thing to
achievement on Instagram, ordinary posting, interacting with different Instagram customers enables excellent Instagram attain and
retention. Therefore, the following assumptions are made:
H2 : There is significant relationship between consistency post and customer engagement on social media
2.2.3 Content Type
Content type refers to the content of branded posts with information and entertainment value of the brand, advertisement or product,
as well as the characteristics of local social media posts created by communicators (Kim and Song, 2018; De Vries, 2012).
Informing the public about product specifications and technical details of product characteristics (De Vries, 2012). Therefore,
customers may not be able to attract others. This includes interacting with customers to understand the relationship between content
type and customer experience. The content type also affects the trustworthiness of message sources (Lou and Yuan, 2019) and
consumer engagement (Gavilanes, 2018) on social media. Content type can express visually on Instagram profile with planning
content. Considering different types of content to achieve customers engagement through Instagram marketing. This is very important
because it will let content companies know what you post on Instagram. Based on the above explanation, one can assume:
H3 : There is significant relationship between informative value content post and customer engagement on social media
2.3 Research Framework Model
Interactivity H1
Customers Engagement Towards
Consistency Posting on Instagram
H2
Content Type H3
Figure 1: Conceptual Framework
Figure 1 shows the research framework of this research. This function is to test the relationship between the independent variable
and the dependent variable for academic and business purposes. The framework of the variables in Figure 1 is taken from Hamzah,
Wahab, and Waqas (2021).
638
639 Syamimi (2022)
3.0 RESEARCH METHODOLOGY
3.1 Research Design
This quantitative study evaluated the impact of publishing pharmaceutical products on Instagram to ensure interactivity,
consistency, and content type when consumers participate. Data were gathered by disseminating questionnaires via Google form
to capture their perspectives on the factors that influenced their consumer’s engagement towards brand awareness of pharmaceutical
products on Instagram. Respondents were asked to choose the best option of the Likert five-point scale from the list of items listed
in the questionnaire. Likert's approval levels are: completely agree, agree, neutral, disagree, and completely disagree. Suppose the
alternate items on the questionnaire are used for testing.
3.2 Population and Sampling
The process of sampling refers to the way in which a group of people is selected as a sample for the study. Design sampling is a
method for picking a representative unit from the target population in order to collect information about that population. Due to the
interaction of pharmaceutical accounts on Instagram, users of Instagram were selected as respondents for more accurate results.
Therefore, 100 respondents were selected from the total population. Tabachnick and Dell were used in this sampling technique to
obtain a sample that accurately represents the population.
Independent variables: = (IV1 x 5) + (IV2 x 5) + (IV3 x 5)
= (5X5) + (5X5) + (5X5) = 75
Demographic: = 6 X 5 = 30
Minimum Number of Sample: = (IV + Demographic)
= 70 + 30 = 105 respondents
3.3 Research Instrument
A collection of questions by using use a quantitative approach (Likert scale questions) was adapted from previous studies that were
considered suitable and useful for this research. This study's questionnaire was divided into three components; Sections A, B and
C. Use a Likert 5-point scale to allow respondents to choose their level of agreement with a particular item. The following table
shows the questionnaire of this research.
Section Content
Section A Demographic profile
Independent variables (Interactivity, Consistency, Content
Section B Type)
Section C Dependent variables – Customer Engagement
Table 1: Sections in Questionnaire
639
640 Syamimi (2022)
No IV DV Authors Year Adopted Items
1 Interactivity Customers 1. Hamzah, 2021 1. The brand post is effective in gathering visitor’s feedback
engagement Wahab and 2. The brand post facilitates two-way communication between
towards Waqas the consumer and the post
posting on 3. The brand post gives the consumer the opportunity to
Instagram feedback
4. Getting information from the brand posts is very fast
5. When I click on the shared links, I felt I was getting
instantaneous information
2 Consistency Customers 1. Hamzah, 2021 1. The promotion of the brand and the post communicate the
engagement Wahab and same brand image
towards Waqas 2. The post and the promotion of the brand stand for similar
posting on things
Instagram 3. The post and the promotion of the brand fit together well
4. The ideas I associate with the post are related to the ideas I
associated with the promotion of the brand
5. More frequent and consistent posting of information is
inevitable in social media
3 Content Customers 1. Postnikova 2019 1. This post made me learn some information about the
Type engagement and Nilsson product and encouraged me to buy it.
towards 2. This post told me about the brand and helped me
posting on understand brand’s values.
Instagram 3. This post entertained me.
4. The post makes me want to use the brand
5. The post makes the brand more interesting to me
4 Customer 1. Brodie et al. 2011 1. I like and comment on fashion posts on Instagram
Engagement 2. Palmet and 2. I have the motivation to engage positively with fashion on
Ghasemi 2019 Instagram
3. I am willing to collaborate and provide ideas on fashion-
related developments on Instagram
Table 2: Measurement Variables
3.4 Research Intervention
Initially, Content types (such as pictures and videos of people or close-ups of products) and customization can help companies
determine the type of content they want to publish. By using dedicated filters for all content, Instagram is the easiest way to develop
a unique Instagram business style. ClayNiq Enterprise is a new publishing company that may not be doing social media all of the
time. The Instagram algorithm changes frequently, so coming up with new ideas for posts can be challenging. Content creation
takes a long time, and it is challenging to create new material every time. Every day, mixed content is released including videos,
stories, photos, etc. Businesses must consider it when planning their content strategy.
An effective marketing campaign can help the company gain more customers and increase their engagement. When you use user-
generated content, or UGC, such as hashtags to collaborate with consumers to create UGC, you will be able to drive massive
engagement, as well as generate great content without having to devote time and resources to content creation. Companies can keep
posting a variety of content instead of posting only the benefit of the products all the time. The content created can interact with
customers because nowadays digital industry, when selling something important to share feedback and collaboration with
customers. The sharing posting can tell customers that even if they have physical problems or this seller is not trustworthy, this is
very important for the company's mentality about the customer's thinking. In this digital era, Instagram become a great place for
companies to share and sell products.
640
641 Syamimi (2022)
3.5 Data Analysis
A statistical analysis using the Scientific Social Statistical Software (SPSS) was conducted in this study. Several statistics are run
using SPSS software, including descriptive analysis, reliability tests, normality tests, independent sample t-tests, and multiple
regressions. For the purpose of testing the hypotheses, SPSS was used to distribute 133 questionnaires to Instagram users. Analysis
of data is essential because it provides a visual representation of various ideas, hypotheses, frameworks, and methods used to
conduct the study. To determine whether the measurements were accurate, a reliability test was conducted. If a variable is stable,
the Alpha value needs to exceed 0.7. Then, we conducted a normality test. In general, skewness and kurtosis in a normal data
distribution should lie between -2 and +2. If the coefficient of correlation is close to 1, there is a strong correlation between the two
variables. Additionally, the significance of regression in this study is defined by a P-value of less than 0.05.
4.0 DATA ANALYSIS AND FINDINGS
4.1 Descriptive Analysis
Nowadays, Users not really into pharmaceutical product. Important content posting may lead to customer engage on the product.
In addition, in growth of digital media has made it possible to seller create and distribute content over the internet for a variety of
purposes.
The demographic data of all respondents will be analyzed in this segment. The observations in the tables and figures will be
clarified. In total, the demographic profile segment consists of 6 questions. They are gender, age, educational level, occupational
status, how many accounts do you have on social media sites and how much time do you spend on social media sites per day. This
segment describes the demographic profile of 133 respondents gathered from the survey, resulting in a 100 percent response rate.
One question was used open-ended question, and the rest is closed-ended questions, so the choice of answers in the questionnaires
is minimal.
Demographic Profile N Mean Standard Deviation
Gender 133 1.71 0.453
Age 133 2.20 0.574
Educational Level 133 2.74 0.662
Occupational status 133 4.22 1.373
How many accounts do you have on social media sites? 133 2.58 1.188
How much time do you spend on social media sites per day? 133 2.94 0.983
Table 3: Descriptive Analysis
641
642 Syamimi (2022)
4.1.1 Respondent Background
Cumulative
Demographic Profile Characteristic Frequency Percent Valid Percent
Percent
Male 38 28.6 28.6 28.6
Gender
Female 95 71.4 71.4 100.0
17 years old and below 0 0 0 0
18 – 25 years old 114 85.7 85.7 85.7
Age 26 – 30 years old 14 10.5 10.5 96.2
31 – 40 years old 2 1.5 1.5 97.7
Over 40 years old 3 2.3 2.3 100.0
SPM 7 5.3 5.3 5.3
STPM / Diploma / A-Level 27 20.3 20.3 25.6
Bachelor 95 71.4 71.4 97.0
Educational Level
Master / MBA 3 2.3 2.3 99.2
PhD / DBA 0 0 0 0
Other 1 0.8 0.8 100.0
Self-employed 7 5.3 5.3 5.3
Employed 22 16.5 16.5 21.8
Occupational status Unemployed 5 3.8 3.8 25.6
Retired 0 0 0 0
Full-time student 99 74.4 74.4 100.0
1 account 33 24.8 24.8 24.8
How many accounts do 2 accounts 34 25.6 25.6 50.4
you have on social 3 accounts 22 16.5 16.5 66.9
media sites?
More than 3 accounts 44 33.1 33.1 100.0
Less than 30 minutes 10 7.5 7.5 7.5
How much tome do you 1 – 2 hours 38 28.6 28.6 36.1
spend on social media 2 – 3 hours 35 26.3 26.3 62.4
sites per day?
More than 3 hours 50 37.6 37.6 100.0
Table 4: Gender of Respondents
As shown in Table 4 of 133 respondents, 95 were female (71.4%) and 38 were male (28.6%). Thus, among Instagram users, there
is a big difference between the number of female and male respondents. In addition, the table shows the frequency and percentage
of different age groups of respondents that are very significant in this questionnaire. As there were 114 respondents out of 133
respondents, the main age group was 18 to 25 years. In comparison, respondents aged 17 years and below were the fewest, as no
respondent records were recorded in this sample. The second-largest age group consisted of 14 respondents; they are 26-30 years
old. Meanwhile, 3 out of 133 respondents were accepted in the following age group of 40 years and above. While the 31-40 year
old group recorded a total of 2. On the other hand, the findings found that the largest age group is 85.7%, the second-largest age
group is 10.5%, followed by 2.3%, 1.5%and 0%.
Next, the majority of educational levels showed to be a bachelor with 95 respondents (71.4%) while PhD / DBA no respondents
were recorded. The second highest is STPM / Diploma / A-Level level students of 27 respondents (20.3%). While SPM is only 7
out of 133 respondents (5.3%), followed by Master / MBA by 3 respondents (2.3%) and other by 1 which is PMR (0.8%). Therefore,
most of the occupational status respondents are full-time students there are 99 (74.4%), while the second-highest employed only
22 respondents (16.5%). While retired no records of respondents were taken. For the self-employed and unemployed, 7 (5.3%) and
5 (3.8%) respondents were recorded, respectively.
642
643 Syamimi (2022)
Meanwhile, among Instagram users, using more than 1 account is common because there is no significant difference owned by
the respondents. Based on the results shown, there are 44 respondents (33.1%) who have more than 3 accounts, while 34 (25.6%)
have 2 accounts. While 33 respondents have 1 account. Finally, the least is the respondents who use 3 accounts only 22 respondents
in this survey. The majority of respondents spent more than 3 hours on Instagram, and 50 (37.6%) respondents were in the sample.
In contrast, only 10 (23.0%) respondents spend on Instagram. In addition, there are 38 (28.6%) respondents spend time from 1 to
2 hours, and 35 (26.3%) respondents spend time from 2 to 3 hours. This shows that the majority of respondents like to use
Instagram.
4.1.2 Test of Mean Comparison (Independent T-Test)
The independent sample T-test results on customer engagement compared to pre without intervention and post with intervention
results are shown in Table 3. There is significant since .000 is sig (2-tailed), which is p > 0.05. The findings revealed that there is
have difference between pre and post. Post-test obtain better results from the mean value (12.8797) relative to pre-test (7.9323).
Group Statistics
CE N Mean Std. Deviation Std. Error Mean
CE pre 133 7.9323 3.49067 .30268
post 133 12.8797 1.99635 .17311
Independent Samples Test
Levene's Test for
Equality of
Variances t-test for Equality of Means
95% Confidence
Interval of the
Sig. (2- Mean Std. Error Difference
F Sig. t df tailed) Difference Difference Lower Upper
CE Equal variances 56.035 .000 - 264 .000 -4.94737 .34868 - -
assumed 14.189 5.63392 4.26081
Equal variances - 210.004 .000 -4.94737 .34868 - -
not assumed 14.189 5.63474 4.26000
Table 5: Independent Sample T-Test Output for Difference Type of Respondent Intervention
To find out on using campaign marketing intervention one-way analysis reported at Table 5. According to engagement toward
posting on Instagram among Instagram users. As the p value is 0.00 and the value is small, there was significant difference between
the mean at the 0.05 level.
643
644 Syamimi (2022)
4.2 Scale Measurement
4.2.1 Reliability Test
Table 6 below displays all variables that were checked using Cronbach's alpha to find out the stability and accuracy. Making sure
that the scales and variables used are accurate is compulsory. By Cronbach alpha, the reliability is calculated. The Cronbach
alpha value in the study situation should be above the reliability coefficient of 0.70 to be acknowledged (Jilcha Sileyew, 2019).
As shown by the Cronbach Alpha values ranging from 0.846 to 0.870 for all variables, the Cronbach Alpha value was shown to
be accurate for all items within the range value of 0.7 and more which is reliable.
Variables N of Items CRONBACH'S ALPHAA Relationship
IV 1 Interactivity 5 0.870 Excellent
IV 2 Consistency 5 0.846 Excellent
IV 3 Content type 5 0.847 Excellent
Table 6: Reliability Test
4.3 Inferential Analysis
4.3.1 Multiple Linear Regressions (MLR)
Based on Table 7 below. R2 of 0.207 shows that 20.7 percent of the variance in the dependent variable cannot be explained by all
independent variables, (CT, IN, and CO). In addition, the R Square from the model rundown indicated the value of 0.207 which
implies that 20.7% of the Instagram content marketing for customer engagement of pharmaceutical products was not affected by
the factors of interactivity, consistency, and content type. The largest Beta in Table 11, indicates that this variable makes the greatest
significant contributions to the clarification of the dependent variable (Hunter et al., 1986). The higher beta value for content type
(β= 0.294) followed by interactivity (β= 0.113), and consistency (β= -0.336) is the outcome.
Model Summary
Change Statistics
R Adjusted R Std. Error of R Square F Sig. F
Model R Square Square the Estimate Change Change df1 df2 Change
a
1 .207 .043 .021 1.15151 .043 1.926 3 129 .129
a. Predictors: (Constant), Average_CT, Average_IN, Average_CO
a
Coefficients
Unstandardized Standardized 95.0% Confidence Interval
Coefficients Coefficients for B
Model B Std. Error Beta t Sig. Lower Bound Upper Bound
1 (Constant) 2.130 .676 3.152 .002 .793 3.466
Average_IN .202 .275 .113 .733 .465 -.343 .747
Average_CO -.556 .288 -.336 -1.931 .056 -1.126 .014
Average_CT .474 .223 .294 2.125 .035 .033 .916
a. Dependent Variable: Average_CE
Table 7: Regression Coefficient
644
645 Syamimi (2022)
5.0 DISCUSSION AND CONCLUSION
Factors of customer engagement towards pharmaceutical product posting among Instagram users have been successfully reviewed
and collected. In conclusion, there were a total of 133 respondents randomly selected among Instagram users. All data collected
were conducted smoothly and analyzed using version 26 of SPSS. All steps to complete this analysis have been taken from this
report. Researchers review and examine the descriptions of statistical analysis in this chapter, discussion of key findings, and
implications of the study.
Keys such as Descriptive analysis, reliability testing, independent sample t-test, and multiple regression were the main measures
for running the data from the collected questionnaires. The limitations encountered in this research by the researchers are also
explained in this chapter. There are several suggestions put forward and recommended to prospective researchers to address these
constraints. It can be concluded that the focus of this study is to analyze the involvement of Instagram users towards the posting
of pharmaceutical products.
5.1 Hypothesis Discussion
Regression analysis was performed to test the impact on customers engagement towards posting on Instagram among Instagram
users. The following section describes the outcomes of regression for each hypothesis. In conclusion, if there is a significant
relationship to the dependent variable in customers engagement towards posting on Instagram, the independent variable of
interactivity, consistency, and informative value content.
HYPHOTHESIS RESUL T DECISION
H1 : There is significant relationship between interactivity P > 0.05 Not Supported
post and customer engagement on social media
H2 : There is significant relationship between consistency post P < 0.05 Supported
and customer engagement on social media
H3 : There is significant relationship between informative P > 0.05 Not Supported
value content post and customer engagement on social media
Table 8: Hypothesis Results
5.1.1 The relationship between interactivity post and customer engagement on social media
In this report, IN refer to the degree of . Interactivity posting is not significant to increase customer engagement on Instagram.
For this reason, users ’actions are driven by their own desire to participate and engage in broadcasts. This is because the interactive
processes characterized by the intensity of customer engagement are different, which occurs at the level of customer interaction to
the non-priority product in meeting consumer demand.
5.1.2 The relationship between consistency post and customer engagement on social media
In this study, being consistent when sharing content is referred to as CO. The results of this research show that CO is significant
for customers' engagement toward posting on Instagram. It is imperative for companies to have a posting schedule in order to be
consistent with their postings. Posting on eh of the social media channels at the same time can make it easier for your brand to
reach a large number of people without having to pay for boosted content or advertisements.
645
646 Syamimi (2022)
5.1.3 The relationship between informative value content post and customer engagement on social media
In this analysis, CT refers to content that should be specially formatted to meet the unique needs of customers during every stage
of their journey either using pictures or video. Results in this study suggest that CT is not significant to motivate customers to
engage on Instagram. For this reason, the action of the user is confusing through content with sales pitches, this means the company
needs to use content to educate them before the company ever have the opportunity to connect because, by the time they’re ready
to buy, they already know more or less what they’re looking for.
5.2 Limitation of The Study
This study aims to identify the factors that influence customer engagement and pharmaceutical products among Instagram users.
Due to the lack of dissemination posts, only on some social media can I convey to find Instagram users to be respondents. The
results of this study can illustrate the involvement of customers in the behavior of Instagram users in Malaysia because users do
not look solely at the material posted by the pharmaceutical product page. Respondents were also mostly composed of university
students, which may raise statistically accurate concerns. Logically every category of education and occupation was also
represented but I did not manage to record any respondents. For this purpose, the general inability to yield is limited.
The quantitative approach used in this study worries every researcher whether our target really takes seriously the study conducted
causing the data to be unfair and this affects the findings of the study. Although there are certain limitations faced by the researchers
in this study, there is not much impact on the results of this study. Instead, these constraints serve as a platform for prospective
researchers to improve their results. The application of qualitative methods to further strengthen the results of this study should be
considered for future studies.
5.3 Recommendations for Future Research
Future studies may require more respondents by using factors other than those used in this study because the results of the study
show that the selected factors do not cause users to be attracted to the content and also the model used in this analysis can be used
to some extent with the purpose of continuous use. and compare the more effective findings. In addition, only 133 sets of
questionnaires were obtained due to the short time I was able to give to the respondents. In order to obtain more reliable and
applicable data for researchers, it is recommended to increase the sample size that is the number of respondents for future studies.
As a result, this will enhance the reputation of the research in a better direction.
6.0 REFERENCES
Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social
media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1-21.
Banerjee, A., & Chaudhury, S. (2010). Statistics without tears: Populations and samples. Industrial psychiatry journal, 19(1), 60.
Barnhart, B. 31 May 2019. How the Facebook algorithm works and ways to outsmart it. Sprout Blog. URL:
https://sproutsocial.com/insights/facebook-algorithm/ Accessed: 22 October 2019.
Bruhn, M., Schoenmueller, V. and Schäfer, D. B. (2012) "Are social media replacing traditional media in terms of brand equity
creation?", Management Research Review, Vol. 35 No. 9, pp. 770-790.
Bun, S., & Alversia, Y. (2020, December). Incentives and Food Blogger Influence on Customer Engagement through Instagram.
In The International Conference on Business and Management Research (ICBMR 2020) (pp. 21-28). Atlantis Press.
646
647 Syamimi (2022)
De Vries, L., Gensler, S. and Leeflang, P.S.H. (2012), “Popularity of brand posts on brand fan pages: an investigation of the effects
of social media marketing”, Journal of Interactive Marketing, Vol. 26 No. 2, pp. 83-91.
de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement
in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211-1228.
Fu, P. W., Wu, C. C., & Cho, Y. J. (2017). What makes users share content on facebook? Compatibility among psychological
incentive, social capital focus, and content type. Computers in Human Behavior, 67, 23-32.
Gavilanes, J.M., Flatten, T.C. and Brettel, M. (2018), “Content strategies for digital consumer engagement in social networks: why
advertising is an antecedent of engagement”, Journal of Advertising, Vol. 47 No. 1, pp. 4-23.
Gümüs, N. (2017) “The Effects of Social Media Content Marketing Activities of Firms on Consumers' Brand Following Behavior”.
Academic Research International, Vol. 8 No. 1, pp. 1-8.
Hamzah, Z. L., Wahab, H. A., & Waqas, M. (2021). Unveiling drivers and brand relationship implications of consumer engagement
with social media brand posts. Journal of Research in Interactive Marketing.
Hanlon, A. 2019. Digital Marketing. Strategic planning & integration. SAGE Publications Ltd. London.
Hollebeek, L. D. and Macky, K. (2019) “Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value:
Framework, Fundamental Propositions, and Implications”. Journal of Interactive Marketing, Vol. 45, pp. 27-41.
Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the Effects of eWOM, Trust Inclination, and Information Adoption
on Purchase Intentions in an Accelerated Digital Marketing Context. Information, 11(10), 478.
Khaling, 2020. A photographer / an Instagram influencer. Interview 05 December 2020
Kim, B., Yoo, M., & Yang, W. (2020). Online engagement among restaurant customers: The importance of enhancing flow for
social media users. Journal of Hospitality & Tourism Research, 44(2), 252-277.
Kim, C. and Yang, S.-U. (2017) Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations
Review, 43(2), pp. 441-449.
Kim, D., Spiller, L. and Hettche, M. (2015) "Analyzing media types and content orientations in Facebook for global brands",
Journal of Research in Interactive Marketing, Vol. 9 No. 1, pp. 4-30.
Kim, M., Song, D., & Jang, A. (2021). Consumer response toward native advertising on social media: the roles of source type
and content type. Internet Research.
Kosiba, J. P. B., Boateng, H., Amartey, A. F. O., Boakye, R. O., & Hinson, R. (2018). Examining customer engagement and brand
loyalty in retail banking. International Journal of Retail & Distribution Management.
Kuntara, I., Purwandari, B., Purwaningsih, M., & Kumaralalita, L. (2019, October). Factors Influencing Consumer Engagement on
Instagram: A Perspective of Bereal. id. In 2019 Fourth International Conference on Informatics and Computing (ICIC) (pp. 1- 6).
IEEE.
Lee, D., Hosanagar, K. and Nair, H. S. (2018) “Advertising Content and Consumer Engagement on Social Media: Evidence from
Facebook”. Management Science Vol. 64 No. 11, pp. 5105-5131.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on
social media. Journal of Interactive Advertising, 19(1), 58-73.
647
648 Syamimi (2022)
Luarn, P., Lin, Y. F. and Chiu, Y. P. (2015) "Influence of Facebook brand-page posts on online engagement", Online Information
Review, Vol. 39 No. 4, pp.505-519.
Mollen, A. and Wilson, H. (2010) Engagement, telepresence and interactivity in online consumer experience: Reconciling
scholastic and managerial perspectives. Journal of Business Research, 63(9), pp. 919-925.
Mueller, M. J. (2019). An analysis of digital marketing strategies on Instagram: comparing storytelling and informational creative
strategies amongst other creative tactics (Doctoral dissertation).
Öhman, W. (2017). Instagram marketing: A study about the effect of visual content on customer engagement in the airline industry
(Doctoral dissertation).
Palmet, M. and Ghasemi, S. Z. (2019) Driving online brand engagement, trust, and purchase intention on instagram. Master Thesis
in Business Administration. School of Business, Societ and Engineering, lardalen niversit
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy
of Marketing Science, 45(3), 294-311.
Postnikova, A., & Nilsson, M. (2019). Stop being so informative!: A quantitative study on social media content and consumer
engagement.
Straker, K., Wrigley, C. and Rosemann, M. (2015) “The role of design in the future of digital channels: Conceptual insights and
future research directions.” Journal of Retailing and Consumer Services, Vol. 26, pp. 133-140.
Trong Nhan, P. H. A. N., Truc Vi, H. O., & Viet Phuong, L. H. (2020). THE IMPACT OF CONTENT MARKETING ON
CUSTOMER ENGAGEMENT ON INSTAGRAM–A CASE STUDY OF FASHION BRANDS. International Journal of
Management (IJM), 11(7).
Verhoef, P. C., Reinartz, W. J. and Krafft, M. (2010) Customer Engagement as a New Perspective in Customer Management.
Journal of Service Research, 13(3), pp. 247–252.
Vivek, S. D., Beatty, S. E. and Morgan, R. M. (2012) “Customer Engagement: Exploring Customer Relationships Beyond
Purchase,” Journal of Marketing Theory and Practice, Vol. 20 No. 2, pp. 127–45.
Wang, L., Liu, R., & Vosoughi, S. (2020, June). Salienteye: Maximizing Engagement While Maintaining Artistic Style on
Instagram Using Deep Neural Networks. In Proceedings of the 2020 International Conference on Multimedia Retrieval (pp. 331-
335).
Wibawa, B. M., & Nareswari, N. MSMEs Focus on Instagram Account Quality: Key Factors to Prioritize in Instagram Posting.
648
FYP PROPOSAL
AHIBS UTM SKUDAI DEC 2021
TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON KERIS SIAMANG
TUNGGAL’S MOVIE CONSUMPTION
NURSAHIRA ENJI, PROF DR ROHAIZAT BAHARUN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract (Not more than 200 Words)
The film industry is a risky venture due to the high cost of film production. Nowadays, marketing strategy need to gear up digitally in order to ensure the
success of the film and receive high turn-over revenue. Les’ Copaque Production Sdn. Bhd. (LCP) is well known for its prestige’s 3D animation capabilities
starting from the Upin and Ipin series until the latest Keris Siamang Tunggal in 2019. Their excellence in making films has shown the world that Malaysia's
animation industry can excel with top animation industries like Disney and Pixar. In this research, the influence of film trailer, critics reviews and word of
mouth being measured to identify its relationship towards consumer decision making in movie consumption, particularly in Keris Siamang Tunggal film.
The Kotler's Black Box Model was reviewed to determine how consumer translate information source into a decision.
Keywords: Movie consumption, trailer, critic reviews, word of mouth, Upin dan Ipin
■ 1.0 INTRODUCTION
North America has long been the world's leading box office market, with Hollywood blockbusters garnering recognition from all around the
world. In recent years, China and other Asian markets have been making their imprint on the international cinema business. There has been
an increase in the popularity of Bollywood films outside of India, however despite India's film industry releasing more films than China and
America combined, its box office receipts are relatively tiny (Statistica, n.d.).
According to data stated by Perbadanan Kemajuan Filem Nasional Malaysia, (n.d.), there is a significant decrease of movie revenue and
audience for all foreign and local films in cinema before the pandemic hit Malaysia. A significant drop from RM1.08 billion in 2019 to
RM 123.95 million in 2020, shows that the entertainment industry went through a big change during the Covid-19 pandemic. (Richard,
2021). Theaters and movie sets were forced to shut down for months causing hundreds of movies being delayed. For example, the release
date of the new James Bond film, No Time to Die, has been pushed back from April 2020 to October 2021. (Moss, 2021). Moving movies
back will have a chain effect that will affect the timeline of the film for years.
Despite of recession and pandemic, people have not given up their habit of consuming movies in other alternatives’ theater segments
which offer direct-to-consumer distribution. Many movie studios moved to streaming services. Cinemagoers will no longer have to wait 90
days just to see a Universal Pictures film at an AMC Theater. Instead, they will get the chance to see the premiere films within 17 days due
to the signed contract between both players.
When a new movie comes out in theatres, Warner Brothers starts putting it on HBO Max the same day. This strategy will remain at least
until the end of 2021. Disney+ did the same thing. Some new movies were charged for, but others were included in the basic subscription
fee (Morgan, 2021). Same goes to our local movie productions, have pursue to streaming services provider such as Netflix, iQiy, Tonton,
Viu, WeTV iflix and etc (Nunis, 2021).
■ 1.1 BACKGROUND OF THE PROBLEM
To be successful in today's market, marketers must figure out how to sway customers' purchasing decisions in their favour. In Business
Dictionary, consumer buying behavior defined as “the process by which individuals search for, select, purchase, use, and dispose of goods
and services, in satisfaction of their needs and want” (Stankevich, 2017). While in this research, film is categorized as experiential product.
Marketing become the critical component of a film's success. There are many films out there that have amazing plots and characters but fall
flat on their faces because of the lack of adequate marketing development. In the face of dwindling DVD sales, studios are hoping to restore
their invested capital and more during the cinema release. However, due to a decrease in movie theatre attendance since the outbreak, many
studios are attempting to cut costs.
Even though blockbuster box office revenue is always desirable, some studios are refocusing their attempts in order to secure high
profitability. Low-budget films stand to benefit greatly. As mentioned by Lina Tan, who sits on the board of the National Film Development
Corporation Malaysia or FINAS, said one of Malaysia’s perennial problems is the budget. The average film budget is about
Pembentangan Projek Sarjana Muda 2018, Sekolah Perniagaan Antarabangsa Azman Hashim UTM SPACE
649
650 Nursahira (2021)
RM1.5 million to RM2.5 million per film (Dalily, 2021). In Upin & Ipin Keris Siamang Tunggal production alone, it is the most expensive
Malaysian animation film which cost around RM20 million (Wikipedia, n.d.).
A better understanding of what works best in terms of attracting more people and making a profit will help studios stay in business longer,
which in turn will help keep the entertainment industry alive. Research has previously looked at the impact of variables such as type of film,
MPAA rating, star or director's star power and release season, audience review, budget, trailer, and word-of-mouth on a film's commercial
success (Fetscherin, 2010). Meanwhile, some of these variables could be the motivators that influence movie consumption decisions.
As the result, the goal of this research is to learn more about how people choose to watch movies and how marketers can market a movie
that is about to be released in a certain market. In other words, marketers need to know the best ways to attract people to see a new movie so
they can gain profit. Meanwhile, consumers use the information sources provided by marketers to help ensure they don't choose a bad movie
and wasting their money and time.
1.2 RESEARCH QUESTIONS
The following are the questions of this research:
i. Is the trailer a variable that determines whether or not to watch Keris Siamang Tunggal?
ii. Do critic reviews of Keris Siamang Tunggal's influence their viewing choices?
iii. Is word of mouth influence the decision to watch Keris Siamang Tunggal?
iv. Is Keris Siamang Tunggal movie consumption influenced in any form by the movie's trailer, critic reviews, and word-of-mouth?
v. What is the single most important factor influencing whether or not people watch Keris Siamang Tunggal's movie?
vi. Does the decision to watch Keris Siamang Tunggal movies depend on one's gender?
1.3 RESEARCH OBJECTIVES
This study listed two main objectives:
i. To see if there is a correlation between Keris Siamang Tunggal movie consumption and trailers for the film.
ii. To see if there is a correlation between Keris Siamang Tunggal movie consumption and critic reviews for the film.
iii. To see if there is a correlation between Keris Siamang Tunggal movie consumption and word of mouth for the film.
■ 2.0 LITERATURE REVIEW
2.1 Movie as an Experiential Product
A movie or film is defined by Wikipedia as “motion picture or moving picture, is a work of visual art accompanied by sound used to simulate
experiences that communicate ideas, stories, perceptions, feelings, beauty, or atmosphere”. Movie are considered as experiential goods that
can evoke variety of emotions such as love, surprise, sadness, anger, joy and fear among its audience (coop, Kadiyali, & Narayan, 2009).
Fowdur, et al (2009) also state that emotions produce by a product from consumers are defined as emotional product attributes. Moreover,
Jennings Bryant (2002) added that, the role of emotional attributes rich in movie choice where satisfaction and enjoyment hinge on the
fulfillment of consumers’ emotional expectations as the plot devolves.
According to Dhar & Wertenbroch (2000), utilitarian goods are more functional and instrumental, while hedonic goods are more enjoyable
and exciting. Comparing movies to other media such as television and radio, dh-Martin (1992) came to the same conclusion.
2.2 Decision Making on Movie Consumption
Kotler & Keller (2012) study elaborates in details the traditional model of the 5-stage of consumer buying process.
The model's first step is to identify a problem or a need. Internal or external stimuli can cause a person to feel a need. Advertising and sales
promotions can be used by marketers to create an imbalance or a need. As soon as a consumer notices they have a gaping hole in their lives,
a desire and need to fill it will arise. Same goes to movie, moviegoers notice the latest movie that catch their attention to watch through an
advertisement but selective in deciding to watch or not. Stankevich (2017) states that these moments are influenced by three factors: "(1)
existence or creation of desired (preferred) status, (2) availability of information about new status (new products or versions of the products)
and (3) related/complementary products for this product may create a need and motives that drive customers".
Natural curiosity will lead to second stage in this model which is the information search about the movie. The movie buying decision
influenced by different sources. He/she may look for information from both internal and external sources. Utilizing information from memory
like experience is considered as internal information search. Meanwhile, external information search is recommendation from third party
like friend and family, using public sources such as social media reviews and blogs rating, or could be marketing-controlled
650
651 Nursahira (2021)
sources, such as movie trailer, posters, television ads, etc. By looking at results shown by Digital Democracy Survey 2015 (as cited in
Stankevich, 2017), the most influence sources are recommendations, television ads, online review and in-theater advertising. By providing
a compelling synopsis of the film at this early stage, marketers can draw in viewers and increase their desire to watch the film.
The quality of movie is very hard to evaluate before even watching it. As according to McFadden (1986), due to the scarcity of tangible
attributes, consumers can only evaluate the quality of experiential goods after experiencing them. Consumers can look for quality indicators
such as trailers and star power. Third-party sources of quality signal, such as critic reviews and word of mouth, on the other hand, can
influence consumer behavior when selecting a movie. They have a better idea of how much they will enjoy the movie now that they have
more information. However, consumers are likely to watch a film without researching it beforehand (Wang, Zhan, Li, & Zhu, 2010) and act
as impulsive activity without pre-planning (Kardes, Cline, & Cronley, 2011).
Next, evaluating alternatives are the third stage of the model. Stankevich (2017) also added that usually, consumer looking for the best deal
by chooses one of the most important attributes or using cut-off method (examples; price of ticket, quality of movie, brand or production,
theater location or platform of watching movie).
The fourth stage is purchase. Sometimes at certain point, consumer will stop to evaluate the alternatives set and jumped to buying process.
Additional consideration on the budget to spend, where and when to watch the movie may also have to be required. The delay period within
consumer purchase intention and actual purchase can be the important moment for marketer.
Finally, the post-purchase step reveals whether or not buyers were satisfied or dissatisfied with the movie. Stage two of the customer journey
is where the customer has the potential to become a brand ambassador, encouraging other potential customers to watch or purchase it again
if it meets or exceeds their expectations. However, it is possible that a poor review could stifle a potential customer's desire to see the film.
The feedbacks of movie usually available not directly to the movie’s production, but on consumer’s personal social media platforms, website
or critics reviews.
2.3 HYPOTHESIS DEVELOPMENT
2.3.1 INDEPENDENT VARIABLE
2.3.1.1 Trailer
To summarize Finsterwalder, Kuppelwieser, & Villiers (2012), a film trailer showcases the quality of a feature film by presenting clips
from it for one to three minutes. Advertising and narrative film display are both included in trailers, which can be seen as a kind of a
hybrid between the two (Kernan, 2004). Trailers are regarded an affective type advertising because of their visual and emotional nature,
making them self-satisfaction, products, or services.
The clips, as stated by Hixson (2006) (as cited in Finsterwalder et al, 2012), contain parts of the advertised movie for the audience to
see. The three sections of a typical film trailer are: During the first section, the film's protagonist and setting are introduced. Some sort
of conflict or shift is implied by the second section. Last section increases the pace of the trailer and frequently references a possible
resolution (Finsterwalder et al, 2012).
Film trailers are the best way for the movie industry to get the word out and set people's expectations (Finsterwalder et al, 2012). Thus,
it is very important for the trailer to reach as many people as possible (Hixson, 2006 as cited in Finsterwalder et al 2012). Moviegoers
can "window shop" this free film sample with the help of a film trailer, says Kernan (2004). It helps them to better understand the film's
tone, genre, plot, and stars.
Music can have a big impact on how a movie trailer looks and sounds (Finsterwalder, et al. 2012). Flanagan (2012), as cited in
Finsterwalder, et. al. (2012), says that music can speed up the trailer by connecting different scenes, show the movie's theme, and
have a big impact on how people respond to the message. Consumers often relate certain types of music to certain emotions. Gorn
(1982) (as cited in Finsterwalder, et. al, 2012) stated that if consumer dislike the audio component of an advertisement, these negative
feelings will affect their product preferences. Based on the explanation given above, the researcher assumed:
H 1 : There is a correlation between Keris Siamang Tunggal movie consumption and trailers for the film.
2.3.1.2 Critic Reviews
Opinion from professionals or experienced people in entertainment industry are likely to be important for experience products like
movie (Nelson, 1970). Eliashberg and Shugan (1997) proposed that film reviews can act as influencer to the movie goers’ viewing
decision and also a predictor whether they will like the movie or not. Their findings show the influences of critical reviews on movie
admissions. However, early box office returns may not be affected by reviews, implying that while they may not encourage moviegoers
to attend, they can effectively predict their attendance. Critics, as per Eliashberg, Reinstrein, and Snyder (2005)
651
652 Nursahira (2021)
mentioned, can both influence and predict the outcome. Critic may have the power to influence consumer demands (David and
Christopher, 2005).
Moreover, critics play an essential part in consumer judgments because they provide consumers with preliminary information on product
previews while also lending them credibility, allowing consumers to be more self-assured in their delivery (West & Broniarczyk 1998).
It can be in the form of positive or negative reviews.
In additions, film review especially the negative criticism has a greater effect towards the expectation of filmgoers (Suarez-Vazquez,
2011). Negative criticism, according to Suarez (2011), can influence viewers' pre-viewing sentiments. Meanwhile, less frequent
moviegoers are more swayed by unfavourable comments than regular moviegoers. This is primarily due to the fact that infrequent
moviegoers with "mass" tastes outnumber professional critics with "elite" tastes (Holbrook, 2005 cited in Chakrayarty et al, 2010). As
a result, the following hypothesis was formed:
H 2 : There is a correlation between Keris Siamang Tunggal movie consumption and critic reviews for the film.
2.3.1.3 Word of Mouth
Word of mouth or WOM is a user-generated content (Wang, Zhang, Li, & Zhu, 2010) that are “usually perceived as more credible
and trustworthy than advertising” (Liu, 2006) and may reflect popular taste better than critic reviews (Holbrook, 1999). Word of mouth
is common in social networks where people connect with friends, family, and strangers by interactions of data and
forming relationship.
Duan, Gu and Whinston (2008) stated that WOM, especially over the Internet, has become information source that provides
references to help moviegoers formulate their decisions. It leads to the success of entertainment goods in general, because such
experiential goods are frequently consumed cohesively and feature in daily conversations (Eliashberg and Shugan, 1997). WOM posted
on these movie internet sites cover a variety of subjects, including cast and plot, set gossip, test screening results, and suggestions about
whether the movie is worth seeing in a cinema. Many movie websites include WOM messages in their critical reviews. Moviegoers
frequently rely on WOM to decide whether to watch a movie online or in the theatres because WOM is typically powerful and personal.
It can be positive and negative form of WOM. Examples of negative WOM mention by Anderson (1998) are “private complaining
and the relating of unpleasant experiences”. This type of WOM will decrease the probability of movie goers to watch movie as proved
in the study by Nyer, 1997. Meanwhile, the positive WOM stated by Otto (2005) are complimenting and relating pleasant and vivid
experiences. As a result, the researcher comes to the following hypothesis:
H 3 : There is a correlation between Keris Siamang Tunggal movie consumption and word of mouth for the film.
2.3 RESEARCH FRAMEWORK MODEL
Marketing Stimuli Decision Making on Movie Consumption
Trailer Need Recognition
H1
Responses
Critic Reviews H2 Information Search
Watch
H3
Word of Purchase
Mouth Do not watch
Figure 1: Proposed research framework for the decision making on Keris Siamang Tunggal movie consumption among UTM
undergraduate students.
652
653 Nursahira (2021)
The research conceptual framework can be seen in Figure 1. For academic and business purposes, the purpose of the test is to examine the
relationship between the independent variable and the dependent variable. Adopting from Kotler's Black Box model (as cited in Yi Eileen
Ling & Wen, 2013), the framework of the variables in Figure 1 was used to highlight the marketing stimuli that affect customer decision-
making when it comes to moviegoing.
■ 3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
This study employs a quantitative approach to data collection. Based on the size of the sample, and statistical analysis, this design was used
to quantify data and provide conclusive verification. A quantitative study's results are assessed based on the questionnaires given to
participants. For gathering information, statistical data is used.
Collection of data and subject selection are being examined using an exploratory approach. It helps researcher gain a better understanding of
the subject matter and identifies important variables for further study. The purpose is to look for possible correlations between multiple
variables. It is the researcher's goal to find a link between the dependent variable (movie consumption decision-making) and the independent
variables (trailer, critic reviews and word of mouth).
3.2 POPULATION AND SAMPLING
Undergraduate students in particular at UTM Skudai are the focus of this study's population. In December of 2021, UTM had a total of 15
526 undergraduates. The total number of students enrolled at UTM is 29, 619. By using a convenient sampling method, the questionnaire
will be given to the respondents. According to the results of the sample size, there will be 100 people in the sample. Next, 100 sets of
questionnaires have been distributed to students at UTM Skudai via WhatsApp and an online Google Form.
3.3 RESEARCH INSTRUMENT
This study was conducted using a quantitative approach (Likert scale questions), which was deemed the most appropriate. The survey is
divided into sections, which is part A, B and C. The respondent’s general information on movie consumption were list out in seven
straightforward questions in Part A. Part B, on the other hand, enclosed 17 questions about independent variables (trailer, critic reviews
and word of mouth) and dependent variable (decision making on movie consumption in cinema). The researcher also asked about
demographic information of respondent in Part C. The set of questionnaires are asking the respondents to tick from the given selection. On
the five-point Likert scale, responses are rated according to how strongly they agree, disagree, neutral, agree, or disagree strongly with the
statement they are meant to support or refute.
Level Scale
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
Table 3.0: Five-point Likert scale
The use of a quantitative approach (Likert scale questions) was considered most suitable for this study. The target respondents for the research
questions are either men or women aged above 18 years old, and the target population in UTM Skudai is made up of people of various races.
They will be contacted via surveys provided online. The alternate way of approaching the research target responder is through social media
platforms such as WhatsApp and Telegram since they are familiar with this technological method, and it is the fastest and most efficient way
to approach and gather demographic data from the respondents. The following calculation is used to get the right number of samples drawn
from the Malaysian population. The variable must have a five-to-one ratio, which is the minimum sample size to be evaluated (Tabachnick
and Fidell, 2007).
Independent Variables = (IV1 items x 5) + (IV2 items x 5) + (IV3 items x 5)
= (6 x 5) + (6 x 5) + (5 x 5) = 85
Dependent Variable = (DV x 5)
= (3 x 5) = 15
Minimum number of samples = (IV + DV)
= (85 + 15) = 100 respondents
In this research, the Statistical Package for Social Science (SPSS) version 27.0 software is applied to determine the collected data.
653
654 Nursahira (2021)
■ 4.0 DATA ANALYSIS
The sample size decided for this research is to be 100 respondents from undergraduates student in UTM. They may have seen or never
seen the Keris Siamang Tunggal movie before.
4.1 Descriptive Analysis
4.1.1 Demographic Profile of Respondent
This study manages to collect the respondent demographics based on the gender, age, ethnicity, faculty of study and income level.
Table 4.1 is the demographic data to be collected in this study.
Table 4.1: Statistics
Statistics Gender Age Ethnicity Faculty Income level /
Allowance
(monthly basis)
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Source: Result from the research project
4.1.1.1 Gender
Table 4.2: Gender
Frequency Percent Cumulative
Percent
Valid Female 47 47.0 47.0
Male 53 53.0 100.0
Total 100 100.0
Source: Result from the research project
Figure 4.1: Percentage of Respondents’ Gender
Source: Result from the research project
Both Table 4.1 and Figure 4.1 illustrate the frequency of respondents’ gender that answer the research questionnaire. Majority of the
respondents were male, 53 respondents (53%) and 47 female respondents indicates 47% of the total respondents.
4.1.1.2 Age
Table 4.2: Age
Cumulative
Frequency Percent
Percent
Valid 18-20 years old 33 33.0 33.0
21-23 years old 45 45.0 78.0
24 years old and above 22 22.0 100.0
Total 100 100.0
Source: Result from the research project
654
655 Nursahira (2021)
Figure 4.2: Percentage of Respondents’ Age
Source: Result from the research project
Both Table 4.2 and Figure 4.2 illustrate the frequency of respondents’ age who answered the research questionnaire. Majority of the
respondents are age 21 to 23 years old, 45 respondents (45%) and followed by 18 to 20 years old, 33 respondents (33%). The least age
group of respondents is 24 years old and above with only represent 22 respondents (22%) of the total respondents for the survey.
4.1.1.3 Ethnicity
Figure 4.3: Sum of Frequency for Respondents Based on Ethnicity
Source: Result from the research project
As figure shown in 4.3, the majority of respondents answered the research questionnaire are Malay, with 54 responses. Meanwhile,
Chinese and India represent 23 and 21 respondent respectively. Last but not least, only 2 respondents who are in Other category which
is Iban.
4.1.1.4 Faculty of study
Table 4.3: Faculty of study
Cumulative
Frequency Percent
Percent
Valid Faculty of Engineering 29 29.0 29.0
Faculty of Social Science and Humanities 25 25.0 54.0
Faculty of Built Environment & Surveying 11 11.0 65.0
Faculty of Sciences 14 14.0 79.0
Azman Hashim International Business 21 21.0 100.0
School
Total 100 100.0
Source: Result from the research project
Figure 4.4: Sum of Frequency for Respondents Based on Faculty of Study
655
656 Nursahira (2021)
Source: Result from the research project
Data shown in Table 4.3 and Figure 4.4 represent the sum of frequency for respondents who have answered the research questionnaire
based on their faculty of study in UTM. Majority of the respondents are from Faculty of Engineering, with 29 respondents. This can be
explained by the population of Engineering course students is bigger than other course. Then, there are 25 respondents who are from
Faculty of Social Science and Humanities, followed by 21 respondents from Azman Hashim International Business School and 14
respondents from Faculty of Science. Lastly, there are 11 respondents who participated in the research which represent Faculty of Built
Environment and Surveyings.
4.1.1.5 Income level/ Allowance (monthly basis)
Table 4.4: Income level/ allowance of respondents
Cumulative
Frequency Percent
Percent
Valid Below RM500 62 62.0 62.0
RM500 – RM1000 26 26.0 88.0
RM1001 – RM2000 7 7.0 95.0
Above RM2000 5 5.0 100.0
Total 100 100.0
Source: Result from the research project
Figure 4.5: Sum of Frequency of Respondents Based on Income Level/Allowance (on monthly basis)
Source: Result from the research project
Based on data shown on Table 4.4 and Figure 4.5, sum of frequency of respondents based on income level/ allowance on monthly basis
is being summarized. Majority of the respondents who answered the research questionnaire have income level below RM500 per
month (62 respondents), followed by 26 respondents were having income level between RM500 to RM1000 and only 7 respondents were
from RM1001 to RM2000. Last but not least, there are 5 respondents with income level above RM2000 answered the research questions.
656
657 Nursahira (2021)
4.2 Normality test
In order to determine if all of the data collected is normally distributed, a normality test is carried out. Normal distribution is assumed for
Skewness and Kurtosis for values of variables is between -3.29 and +3.29 for sample size range between 50 to 300 (Mishra, et al., 2019).
4.2.1 Trailer
Table 4.5: Summary of Central Tendency for Trailer
T1 - The trailer T2 - The T3 - The trailer T4 - The music T5 - The T6 - Trailer that
is entertaining trailer makes makes me have in the trailer special effect shows how the
me feel excited a positive makes me have shown in the movie would be
to watch the perception of a positive trailer makes like are very
movie. the quality of perception or me look helpful in my
the movie attitude forward to decision to
towards the watch the watch a movie
movie. movie.
N Valid 100 100 100 100 100 100
Missing 0 0 0 0 0 0
Mean 4.69 4.61 4.74 4.72 4.70 4.75
Std. Deviation .465 .549 .463 .473 .503 .458
Skewness -.834 -1.012 -1.418 -1.284 -1.365 -1.490
Std. Error of .241 .241 .241 .241 .241 .241
Skewness
Kurtosis -1.331 .013 .802 .374 .867 1.049
Std. Error of .478 .478 .478 .478 .478 .478
Kurtosis
There are 6 statements that represent the independent variable, trailer were shown in Table 4.5. ‘T6’ achieve the highest mean, with 4.75,
meanwhile the lowest mean achieve is 4.69 in ‘T1’. The skewness for all statement is negative, which between -.834 to -1.490. The
kurtosis for all statement is positive range between .013 to 1.049, except for ‘T1’ which indicate -1.331. This means that the z- value for
both skewness and kurtosis are in between -3.29 and +3.29, resulting in normal distribution for trailer variable.
4.2.2 Critic Reviews
Table 4.6: Summary of Central Tendency for Critic Reviews
CR1 - I feel the CR2 - I tend to CR3 - I feel CR4 - I feel CR5 - My CR6 - Critic
evaluations use as much comfortable confident in decision on reviews is
provided by information as making making the movies to important when
professionals are possible when decision on right decision watch is based choosing a
informative. choosing a what movies to on movies to on facts rather movie to watch.
movie to watch watch based on watch based on than on general
critic reviews. critic review. impressions and
feelings.
N Valid 100 100 100 100 100 100
Missing 0 0 0 0 0 0
Mean 4.30 4.05 3.57 3.55 3.39 3.53
Std. Deviation .482 .869 1.191 1.167 1.413 1.201
Skewness .607 -1.323 -.389 -.259 -.461 -.232
Std. Error of .241 .241 .241 .241 .241 .241
Skewness
Kurtosis -.936 2.003 -1.314 -1.429 -1.256 -1.398
Std. Error of .478 .478 .478 .478 .478 .478
Kurtosis
There are 6 statements that represent the independent variable, critic reviews were shown in Table 4.6. ‘CR1’ achieve the highest mean,
with 4.30, meanwhile the lowest mean achieve is 3.39 in ‘CR5’. The skewness for all statement is negative, which between -.232 to - 1.323,
except for ‘CR1’, which indicate positive skewness value of .607. The kurtosis for all statement is negative range between -.939 to
-1.429, except for ‘CR2’ which indicate positive kurtosis value of 2.003. This means that the z-value for both skewness and kurtosis are in
between -3.29 and +3.29, resulting in normal distribution for critic reviews variable.
4.2.3 Word of Mouth
657
658 Nursahira (2021)
Table 4.7: Summary of Central Tendency for Word of Mouth
WM1 - I feel WM2 - I feel WM3 - I could WM4 - It is my WM5 - I tend to
information information relate to the feeling that if watch what my
provided by word provided by word people who everyone else in a friends had tried and
of mouth is of mouth is watched the group likes the recommended when
interesting. informative. movie, we have movie, this movie I am uncertain on
the same taste in must be good. what movie to
movie. watch.
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Mean 4.50 4.44 4.45 4.36 4.74
Std. Deviation .659 .729 .716 .689 .463
Skewness -2.052 -1.701 -1.422 -1.179 -1.418
Std. Error of .241 .241 .241 .241 .241
Skewness
Kurtosis 8.014 4.641 2.313 2.217 .802
Std. Error of .478 .478 .478 .478 .478
Kurtosis
There are 5 statements that represent the independent variable, word of mouth was shown in Table 4.7. ‘WM5’ achieve the highest
mean, with 4.74, meanwhile the lowest mean achieve is 4.36 in ‘WM4’. The skewness for all statement is negative, which between -
1.179 to -2.052. The kurtosis for all statement is positive range between .802 to -8.014. However, the kurtosis value for ‘WM1’ is
8.014 and ‘WM2’ is 4.641, are more than the appropriate z-value (3.29). This means that the z-value for both skewness is in between -
3.29 and +3.29, resulting in normal distribution for word of mouth independent variable for statement ‘WM3’, ‘WM4’ and ‘WM5’.
Meanwhile the kurtosis value for ‘WM1’ and ‘WM2’ resulting in abnormal distribution of variables.
4.3.4 Decision Making
Table 4.8: Summary of Central Tendency for Decision Making
DM1 - I will watch DM2 - Evaluations given DM3 - Friends and
movie in cinema by professionals help me family’s
based on the highlight in choosing a movie in recommendation affect
of movie. cinema. my decision in watching
movie in cinema.
N Valid 100 100 100
Missing 0 0 0
Mean 4.53 3.64 4.65
Std. Deviation .611 1.106 .642
Skewness -1.203 -.386 -2.573
Std. Error of .241 .241 .241
Skewness
Kurtosis 1.790 -1.188 9.908
Std. Error of .478 .478 .478
Kurtosis
There are only 3 statements that represent the dependent variable, decision making were shown in Table 4.7. ‘DM3’ achieve the highest
mean, with 4.65, meanwhile the lowest mean achieve is 3.64 in ‘DM2’. The skewness for all statement is negative, which between -.386
to -2.573. The kurtosis value for ‘DM1’ and ‘DM3’ statement is positive, which is 1.790 and 9.908 respectively. Meanwhile, for ‘DM2’
its indicate negative kurtosis value of -1.188. As a results, the z-value for skewness is in between -3.29 and
+3.29, resulting in normal distribution for decision making, dependent variable for statement ‘DM1’ and ‘DM2’. Meanwhile, the kurtosis
value for ‘DM3’ resulting in abnormal distribution of variables.
4.3 Reliability Test
Measuring instruments are put through a reliability test to see if they are trustworthy. The Cronbach's Alpha reliability test was used. The
value of Cronbach’s Alpha that is more than 0.7 is considered relatively high (Taber, K.S., 2017). The higher values indicate higher reliability
(Pallant, 2005). The reliability value for each variable being measured in this research was shown in Table 4.5.
Table 4.9: Cronbach’s Alpha Summary
658
659 Nursahira (2021)
Variables Number of Items Cronbach’s Alpha Descriptors
Independent Variable Trailer 6 0.875 Reliable
Critic Reviews 6 0.884 Reliable
Word of Mouth 5 0.670 Reasonable
Dependent Variable Decision Making 3 0.772 Good
Source: Descriptor is defined in Taber K.S. (2017) findings. Data in table was the result from the research project.
Table 4.9 shows the summary of reliability test by looking at the Cronbach’s Alpha value for three independent variables with a total of 17
items and 3 items on dependent variable. The Cronbach’s Alpa is tested for 6 items in trailer show the result of 0.875 and 0.884 for the 6
items tested under critic reviews variable. Meanwhile, word of mouth, the final independent variable was tested for Cronbach’s Alpha with
5 items resulting in 0.670. Whereas, the dependent variable, decision making has a Cronbach’s Alpa of 0.772. All Cronbach’s Alpa reliability
fall in the range of 0.670 to 0.884, which were above the value of 0.600. According to Taber K.S (2017), “the alpha values of
0.70 or above are widely considered as desirable”. He also summarizes that a “good” alpha values range between 0.71 – 0.91 and is considered
“reliable” when it ranges between 0.84 – 0.90. Whereas a “reasonable” alpha value can be in the range of 0.67 – 0.87. As a result, the
reliability analysis performed signifies the measurement of all items are adequate to provide significance results.
4.4 Pearson Correlation Analysis
Pearson correlation analysis was conducted to show the correlation between two variables. The numerical value ranges from -1.0 to +1.0.
The values of -1 mean that the two variables have perfect negative correlation. The negative sign refers to direction and the value r = 1
indicates the perfect strength of the relationship between two variables (Pallant, 2007).
Table 4.10: Correlation Analysis
Critic Word of
Trailer
Reviews Mouth
Trailer Pearson Correlation 1 .218* .255*
Sig. (2-tailed) .029 .011
N 100 100 100
Critic Reviews Pearson Correlation .218* 1 .304*
Sig. (2-tailed) .029 .002
N 100 100 100
Word of Mouth Pearson Correlation .255* .304* 1
Sig. (2-tailed) .011 .002
N 100 100 100
*Correlation is significant at the 0.05 level (2-tailed).
Table 4.10 shows the result of correlation analysis between the independent variables (trailer, critic review and word of mouth). The table
shows that critic reviews and word of mouth has the highest positive correlation (0.304) for significant value of P at 0.002 which is lower
than the alpha 0.05 at 2-tailed confidence level of 95% significant relationship. Next, the correlation between trailer and word of mouth
resulted in 0.255, a significant correlation of P value at 0.011. Meanwhile, the least positive correlation is between trailer and critic reviews,
0.218, shows significant correlation of P value at 0.029, which is higher than the alpha 0.05 at 2-tailed confidence level of 95% significant
relationship.
4.5 Multiple Regression Analysis
Multiple Regression is used to indicate the relationship between dependent variable and independent variables. Multiple regression analysis
was performed in this study in order to find out which is the strongest predictor that motivate decision making in Keris Siamang Tunggal
movie consumption at Universiti Teknologi Malaysia, looked into the beta coefficient value and the largest value was the most influential
variable for this group according to Julie Pallant (2007).
Table 4.11: Model Summary for Multiple Regression
Model R R Square (R2) Adjusted R Square Std. Error of the Estimate
1 .690 .476 .459 .42003
a
a. Predictors: (Constant), mean score for trailer, mean score for critic reviews and mean score for word of mouth.
As shows in Table 4.11, there is a correlation coefficient (R value) between independent variables and dependant variable (decision making
in movie consumption). The result for R Square is 0.476. This means that the independent variables have an influence on the
659
660 Nursahira (2021)
decision making on Keris Siamang Tunggal movie consumption up to 47.6%. The research still missing out the 43.4% of the variables in the
study. R2 = 0.476 is half close to 1 and the differences between adjusted R2 and R2 are as small as 0.017. This indicates that the relationships
between independent variables and dependent variables are moderate.
a
Table 4.12: Table of ANOVA
Model Sum of Squares df Mean Square F Sig.
b
1 Regression 15.370 3 5.123 29.039 .000
Residual 16.937 96 .176
Total 32.307 99
a. Dependent variable: Decision Making on Keris Siamang Tunggal movie consumption.
b. Predictors: (Constant), mean score for trailer, mean score for critic reviews and mean score for word of mouth.
As shown in Table 4.12, the significance level is at p = 0.000 (a < 0.05) with F value of 29.039. The three independent variables have a
significant impact on the dependent variable, as shown by an acceptable p value and a positive F value.
Table 4.13: Summary of Coefficient for Multiple Regression Model
Unstandardized Coefficients Standardized
Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .310 .611 .507 .613
Trailer .266 .116 .177 2.295 .024
Critic Reviews .322 .051 .492 6.271 .000
Word of Mouth .336 .105 .254 3.209 .002
As shown in Table 4.14, there is a positive relationship between the significant level for three independent variables with dependent variable,
which indicates the significant value p, a < 0.05. Word of mouth has the highest beta value of 0.336, which proves as the most influential
factor for respondents in decision making of Keris Siamang Tunggal movie consumption. Besides, it is followed by critic reviews with beta
value of 0.322 and trailer with beta value of 0.266.
Figure 4.6: Normal Probability Plot of Regression Standardized Residual
Figure 4.6 indicates a linear relationship. This mean that all the independent variable, such as trailer, critic reviews and word of mouth are
linearly correlated to the dependant variable, which is the decision making in Keris Siamang Tunggal movie consumption.
4.8 Independent Sample T-Test
Table 4.14: Independent Sample T-Test Result
Gender N Mean Std. Deviation Std. Error Mean
Decision Female 47 4.1631 .58099 .08475
660
661 Nursahira (2021)
Making Male 53 4.3711 .54952 .07548
Levene's
Test for
Equality of t-test for Equality of Means
Variances
F Sig. t df Sig. (2- Mean Std. Error 95% Confidence Interval of
tailed) Difference Difference the Difference
Lower Upper
DV_Decision Equal .009 .923 -1.839 98 .069 -.20795 .11311 -.43240 .01650
Making variances
assumed
Equal -1.832 95.029 .070 -.20795 .11349 -.43325 .01735
variances
not
assumed
In table 4.14, the significance (p-value) of Levene’s test is 0.923 which is more than 0.05, shows that the mean decision making in movie
consumption for female and male is not significantly different. The researcher assumed that the there is no equal variance. The t-value for
equal variance not assumed is -1.832 at the p-value (sig. 2-tailed) of 0.07 (p > o.o5). Hence, there is no significant difference between male
and female in decision making for Keris Siamang Tunggal movie consumption.
■ 5.0 CONCLUSION
Table 5.1: Summary of Findings for Hypothesis Testing
No. Hypotheses Significant Level Results
H1 There is a correlation between Keris Siamang Tunggal Sig = 0.024 Supported
movie consumption and trailers for the film. P < 0.05
H2 There is a correlation between Keris Siamang Tunggal Sig = 0.000 Supported
movie consumption and critic reviews for the film. P < 0.05
H3 There is a correlation between Keris Siamang Tunggal Sig = 0.002 Supported
movie consumption and word of mouth for the film. P < 0.05
H1: There is positive correlation between Keris Siamang Tunggal movie consumption and trailer for the film.
Based on table 5.1, it shows the positive correlation between movie consumption and trailer for Keris Siamang Tunggal film. This can be
proved by the p-value is equal to 0.024 which is less than 0.05. In addition, the beta coefficient value for trailer also indicates the same
correlation, which is 0.266. This also representing film trailer with 26.6% influence in Keris Siamang Tunggal movie consumption.
The correlation between trailer and decision making showing less positive correlation compared to another independent variable. As being
cited before, film trailers are the best way for the movie industry to get the word out and set people's expectations (Finsterwalder et al, 2012).
However, it does not play the biggest influence in decision making. Marketers can emphasize the role of trailer to create more influence
towards the promotional tools.
H2: There is positive correlation between Keris Siamang Tunggal movie consumption and critic reviews for the film.
Based on table 5.1, it shows the positive correlation between movie consumption and critic reviews for Keris Siamang Tunggal film. This
can be proved by the p-value is equal to 0.000 which is less than 0.05. In addition, the beta coefficient value for critic reviews also indicates
the same correlation, which is 0.322. This also representing critic reviews from professionals with 32.2% influence in Keris Siamang Tunggal
movie consumption.
H23: There is positive correlation between Keris Siamang Tunggal movie consumption and word of mouth for the film.
Based on table 5.1, it shows the positive correlation between movie consumption and word of mouth for Keris Siamang Tunggal film. This
can be proved by the p-value is equal to 0.002 which is less than 0.05. In addition, the beta coefficient value for word of mouth also indicates
the same correlation, which is 0.336. This also representing word of mouth that being available online with 33.6% influence in Keris Siamang
Tunggal movie consumption.
The most influential variable for decision making in Keris Siamang Tunggal consumption are word of mouth. WOM “usually perceived as
more credible and trustworthy than advertising” (Liu, 2006). Many movie websites include WOM messages in their critical reviews.
661
662 Nursahira (2021)
Moviegoers frequently rely on WOM to decide whether to watch a movie online or in the theatres because WOM is typically powerful and
personal. This is consistent with our findings that movie consumption decisions are influenced by the word of mouth from the film.
■ 6.0 ACKNOWLEDGEMENT
I would like to dedicate this research to my supervisor, Prof. Dr. Rohaizat bin Baharun who always guide and advise me throughout this
research. I also would like to thanks to whoever that involve in supporting me to complete this research.
REFERENCES
Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing Commmunications Perspectives. New York:
McGRaw-Hill/ Irwin.
Cooper-Martin, E. (1992). Consumers and Movies: Information Sources For Experiential Products. Advances in Consumer Research , 756-
761.
Dalily, D. (2021, 11). Behind the dimming of Malaysia’s silver screen. Retrieved from Malaysia Now:
https://www.malaysianow.com/news/2021/11/14/behind-the-dimming-of-malaysias-silver-screen/
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research, 60-71.
Fetscherin, M. (2010). The Main Determinants of Bollywood Movie Box Office. Journal of Global Marketing, 462 - 464.
Finsterwalder, J., Kuppelwieser, V. G., & Villiers, M. d. (2012). The effects of film trailers on shaping consumer expectations in the
entertainment industry - A qualitative analysis. ournal of Retailing and Consumer Services, 589 - 595.
Fowdur, L., Kadiyali, V., & Narayan, V. (2009). The Impact of Emotional Product Attributes on Consumer Demand: An Application to
the U.S. Motion Picture Industry. Johnson School Research Paper.
Holbrook, M. (1999). Popular Appeal Versus Expert Judgments of Motion Pictures. journal of Consumer Research, 144-155.
Jennings Bryant, D. Z. (2002). Media Effects: Advances in Theory and Research. New York: L.Elbaum Associates.
Kardes, F., Cline, T., & Cronley, M. (2011). Consumer Behaviour: Science and pactice. Independence.
Kernan, L. (2004). Coming Attractions: Reading American Movie Trailers. University of Texas Press.
Liu, Y. (2006). Word of Mouth for Moview: Its Dynamics and Imact on Box Office Revenue. Journal of Marketing , 74-89.
McFadden, D. (1986). The Choice Theory Approach to Market Research. Marketing Science, 275-297.
Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive Statistics and Normality Tests for Statistical
Data. Annals of Cardiac Anaesthesia, 67-72.
Morgan, B. (2021, 7 12). What Will The Movie Industry Look Like After Covid? Retrieved from Forbes:
https://www.forbes.com/sites/blakemorgan/2021/07/12/what-will-the-movie-industry-look-like-after-covid/?sh=444225c352df
Moss, M. (2021, 12 20). Retrieved from Radio Times: https://www.radiotimes.com/movies/no-time-to-die-dvd-streaming/
Nunis, D. (2021, 6). 12 Streaming Platforms Available In Malaysia To Keep You Entertained At Home. Retrieved from SAYS:
https://says.com/my/entertainment/streaming-platforms-available-in-malaysia-to-keep-you-entertained-at-home
Pallant, J. (2005) SPSS Survival Guide: A Step by Step Guide to Data Analysis Using SPSS for Windows. 3rd Edition, Open University
Press, New York.
Pallant, J. (2007). SPSS survival manual—A step by step guide to data analysis using SPSS for windows (3rd ed.). Maidenhead: Open
University Press.
Perbadanan Kemajuan Filem Nasional Malaysia. (n.d.). Retrieved from Kementerian Komunikasi dan Multimedia Malaysia:
https://www.finas.gov.my/industry-information/
Richard, T. (2021, March 30). Predicting the future of the entertainment industry after COVID. Retrieved from USC News:
https://news.usc.edu/183870/future-of-entertainment-after-covid-movies-tv-streaming-usc-experts/
662
663 Nursahira (2021)
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business
Research and Marketing, Volume 2, Issue 6.
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business
Research and Marketing, 7-14.
Statistica. (n.d.). Global box office revenue from 2004 to 2020, by region. Retrieved from Statistica:
https://www.statista.com/statistics/264429/global-box-office-revenue-by-region/
Tabachnick, B. G., & Fidell, L. S. (2007). Using Multivariate Statistics (5th ed.). New York: Allyn and Bacon
Taber, K. S. (2017). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Re Sci
Edu.
Wang, F., Zhan, Y., Li, X., & Zhu, H. (2010). Why do moviegoers go the theater? The role of prerelease media publicity and online word
of mouth in driving moviegoing behaviour. Journal of Interactive Advertising, 50-62.
Wang, F., Zhang, Y., Li, X., & Zhu, H. (2010). Why Do Moviegoers Go To The Theater? The Role of Prerelease Media Publicity and
Online Word of Mouth in Driving Moviegoing Behaviour. Journal of Interactive Advertising, 50-62.
Wikipedia. (n.d.). Upin & Ipin: The Lone Gibbon Kris. Retrieved from Wikipedia:
https://en.wikipedia.org/wiki/Upin_%26_Ipin:_The_Lone_Gibbon_Kris
Yi, H. W., Eileen, H., Ling, L. Y., & Wen, W. J. (2013). The Effect of Trailers, Critic Reviews, Star Power and Word of Mouth Toward
Decision Making on Movie Consumption. 120.
663
MANAGING CUSTOMER COMPLAINTS AT SOCIAL MEDIA
PLATFORMS OF ZOO NEGARA MALAYSIA
Nurul ‘Ain Amran, Nor Zafir Md. Salleh
Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru
[email protected], [email protected]
Abstract
In today's globalization era, the majority of people use social media to communicate and connect with businesses, whether they
are happy or unsatisfied with their services. Complaining is one of the ways that customers express their dissatisfaction with
the services they have gotten. In this study, the factors that affect customer complaints on social media were investigated.
Businesses will gain from any consumer complaint because it will essentially upgrade their offers for a superior one. Previous
research on the topic highlighted why customers submit a complaint and provided a deeper understanding of the customer's
attributes. The data was evaluated using thematic analysis, and the findings revealed that the customer complaint and the
service marketing mix are the two main topics of consumer complaints about Zoo Negara Malaysia. The findings of this study
show that the factor of customer complaints on social media is closely linked to the service marketing mix, with a focus on
managing it. The purpose of this research is to have better understanding and control the customer complaints at social media
platform. This research gives useful insight towards the companies where to put more effort to manage their customer
complaints at social media platforms.
Keywords: Social Media, Complaint, Feedback, Customer, Zoo
Abstract
Dalam era globalisasi hari ini, majoriti orang menggunakan media sosial untuk berkomunikasi dan berhubung dengan
perniagaan, sama ada mereka gembira atau tidak berpuas hati dengan perkhidmatan mereka. Mengeluh adalah salah satu
cara pelanggan meluahkan rasa tidak puas hati mereka terhadap perkhidmatan yang mereka perolehi. Dalam kajian ini, faktor
yang mempengaruhi aduan pelanggan di media sosial disiasat. Perniagaan akan mendapat manfaat daripada sebarang aduan
pengguna kerana ia pada asasnya akan meningkatkan tawaran mereka untuk yang lebih unggul. Penyelidikan terdahulu
mengenai topik tersebut menyerlahkan sebab pelanggan mengemukakan aduan dan memberikan pemahaman yang lebih
mendalam tentang sifat pelanggan. Data telah dinilai menggunakan analisis tematik, dan penemuan mendedahkan bahawa
aduan pelanggan dan campuran pemasaran perkhidmatan adalah dua topik utama aduan pengguna tentang Zoo Negara
Malaysia. Dapatan kajian ini menunjukkan faktor aduan pelanggan di media sosial berkait rapat dengan campuran pemasaran
perkhidmatan, dengan fokus mengurusnya. Tujuan penyelidikan ini adalah untuk lebih memahami dan mengawal aduan
pelanggan di platform media sosial. Penyelidikan ini memberikan pandangan yang berguna ke arah syarikat untuk meletakkan
lebih banyak usaha untuk menguruskan aduan pelanggan mereka di platform media sosial.
Kata Kunci: Media Sosial, Rungutan, Maklum Balas, Pelanggan, Zoo
664
■ 1.0 INTRODUCTION
Nowadays, the usage of social media has grown in popularity and has become a way of life for all types
of customers, regardless of their age or origin. People are fully aware of social media's inception, and it has
evolved into a platform for communication, sharing, engagement, and cooperation. Moreover, businesses utilize
social media as a platform for selling their product, promoting their current brand, communicating with their
consumers, and cultivating new clients, therefore social media and business are linked as it become something
that every business really needs. As for that, any business now who have no social media as their tools on dealing
with their customer will be far behind left by competitors.
Zoo Negara which is also called the National Zoo is the oldest Zoo in Malaysia which was opened on 14th
November 1963 by Tunku Abdul Rahman the first prime minister of Malaysia itself. The Malaysian Zoological
Society, a non-governmental organisation (NGO) is in charge of taking care of the animals and the facilities of
Zoo Negara. Furthermore, Zoo Negara, which is only 18 kilometres away from Kuala Lumpur, has become a
popular destination for Klang Valley residents. Other than that, Zoo Negara has become the home for more than
thousands of animals including 5137 animals from different 476 species.
However, at Zoo Negara with just a few studies on customer complaints were conducted, with most of
the research focusing on other topics such as the nutritional value of local bamboo in relation to captive giant
pandas' development performance (Ishak et al., 2016), microbiome dataset of captive Giant Pandas in Zoo Negara
Malaysia (Yazid et al., 2021) and others because of the widespread use of social media in consumer involvement
in today's day, it is critical to perform this research.
1.1 Problem Statement
Client complaints are an important component of business’s services, this study will examine the benefits of
customer complaints on social media. To add to that, in this age of technology, online channels would enable
consumers and those wanting more ease in filing complaints to voice their discontent, allowing businesses to
keep track of clients who may otherwise feel different with the services provided (Andreassen & Streukens,
2013). The purpose of this research is to better understand consumer complaints about Zoo Negara through
various social media platforms such as Twitter, Instagram, Facebook, and websites. The findings of this study
are also essential in contributing to the importance of consumer complaints to business services and providing
feedback to services so that businesses may enhance their services in the long run.
Furthermore, the primary issue in this study is that we can observe that organization must be skilled at
resolving consumer complaints. As client complaints are such a vital part of any business, a lack of complaints
in an organisation may be a major issue too. The most significant component of this for Zoo Negara to develop
a system for customers to file complaints. Listening, empathy, inventiveness, and care are all part of the process
of transforming inadequate conditions into customer joy (Shahin, 2007). In other words, by having a platform for
the consumer it will make a customer complaint activity much convenient towards the consumer. To add on that,
social media have become a game changer during this technological era where Zoo Negara should also take this
advantage by using and explore the social media.
Other issues that should be highlighted include Zoo Negara gathering all of the solutions that can be
utilised to tackle any poor waves, since customer complaint management will become a major burden for the
majority of the corporation. Where each client has their own set of requirements and personality, being prepared
for a more systematic complaint management method would be a huge help to the company. Customer
complaints, which have become one of the most significant aspects of any company's growth, should be given
more attention as the number of customers who revolt on social media platforms continues to rise. One of the
elements for any firm to take more serious action in a customer complaint would be to meet the demands and
satisfaction of the consumer. Client discontent because of these issues leads to a loss of customer loyalty and
retention (Zairi, 2010).
1.2 Research Question
The following are the research questions in this study:
i. What are the factors that influence consumer’s complaints on social media?
ii. What are the solutions on managing customer complaint at different social media
platform?
665
1.3 Research Objective
This study listed two main objectives:
i. To discover factors that influence customer complaints on social media.
ii. To provide solutions in terms of service marketing mix on managing customer complaint at different
social media platforms.
2.0 LITERATURE REVIEW
Client complaints have become the most significant issue in the relationship between the customer and
the business; complaints can be raised as a result of unsatisfactory services obtained. As a result, responding
to customer complaints correctly has become a big issue (Bolton and Saxena-Iyer, 2009) as well as an
opportunity for both businesses and their social media operations. A favorable customer complaint will lead
to a strong connection, which will eventually lead to customer loyalty and businesses should take advantage
of this opportunity to handle their customer complaint effectively.
2.1 Customer Complaint
According to Andreassen and Streukens (2013) multichannel complaint systems are recommended
since they will improve the number of consumers who really voice their displeasure, providing businesses
the chance to improve, for businesses to solve customer problems and towards the end business can rectify
the problem and keep the client. Customers are increasingly using social media to publicise negative service
experiences to a big audience, and they want a rapid response from the firm because this is how they discover
and fix their issues (Melancon & Dalacas, 2018). Firms are attempting to provide a positive and quick
response in order to temper negative feelings that may influence a broad audience and maybe ruin their
reputation (Istanbulluoglu et al., 2017; Lemon & Verhoef, 2016). Furthermore, it is stated that business should
exert considerably greater pressure in this subject because it has the potential to go horribly wrong. For
example, with today's complaints, many consumers take the bold step of posting it on their social media,
resulting in a viral situation in which potential customers are made aware of the poor service.
Customer discontent is important in managing customer complaint behaviour (Blodgett & Granbois
1992), since each act of the customer complaint has its own purpose and variables to consider. A consumer
complaint, on the other hand, is described as a statement of displeasure on behalf of a consumer to a
responsible party, where in business its the services provided itself (Landon, 1980). Furthermore, there are a
variety of reasons why a consumer would take action and file a complaint, as we feel their motivations for
voicing their concerns are part of their overall behaviour and rights. As for that, we'll discover the element of
the client complaint on determining their own complaint on the services supplied in this section. It includes
venting frustrations, seeking vengeance against the business, sharing negative experiences, seeking
understanding and respect, and finally, giving the firm an opportunity to change.
2.1.1 Online Social Media Platform
Advertisers in the hospitality, tourism, and travel industries now have unparalleled chances to interact and
communicate with their customers because to the rapid growth of social media (Blichfeldt & Smed, 2015;
Chan & Guillet, 2011; Hamouda, 2018). Where the overall utilisation of every social media site is expanding
day by day, not to mention that there are constantly new applications to download. In other words, in the
tourism industry, where Zoo Negara Malaysia is involved, it is possible that Zoo Negara Malaysia would
receive the greatest attention from tourists on social media platforms such as Twitter, Instagram, TripAdvisor,
Klook, Traveloka, and others. These social media platforms demonstrate the increased use of each application
as a tourist guideline for those who are just starting out in tourism.
Furthermore, the power of word-of-mouth should never be underestimated since it has the potential to
bring any organisation to its knees. It will go more quickly since it incorporates the social media platform,
which provides the easiest way for customers to communicate with one another. As stated by Moro and Rita
(2018), social media has a significant impact on global tourism, travel, and hospitality companies. As a result,
these brands must consider the tremendous impacts of e-Word-of-Mouth (eWOM) owing to its immediacy,
reach, and accessibility. To summarise, it may be both positive and negative at the same time, which is why
controlling consumer complaints should be a top priority for Zoo Negara Malaysia.
2.1.2 The Growing Influence of Consumer
The cause of rapid growth of e-commerce, new digital channels and others are increasingly being used to
complete transactions between retailers and customers. Apps, websites, social media platforms, and other
666
resources were used in the procedure (Zhang et al., 2018). According to UN data, as the internet platform
evolves, the number of customers climbs day by day, eventually reaching a peak of 4.66 billion people
worldwide (Johnson, 2021). Even in the tourist business, where research demonstrates that customers have
the most power (Rihova et al., 2015), tourism marketing literature is increasingly acknowledging that
customers actively co-create value. Therefore, every company may have a positive relationship with and
confidence in its valued clients. Zoo Negara should take exceptional care of its potential and current clients to
provide them with benefits rather than simply selling them goods and services.
Also, viral difficulties, which can be both good and damaging to any company, are an example of the
power of consumer growth that we may link to. Where the customer has the most capacity to share their
feelings about a firm, which may lead to the strongest word-of-mouth, but also to the biggest flop. Virality has
several definitions, one of which is "what stands out as uncommon in a sea of material" (Nahon & Hemsley,
2013), and the Oxford Dictionary defines it as "widely dispersed." New songs by well-known singers,
innovative production marketing, exciting articles, and much more are examples of items that should be
incorporated on a regular basis. The cause of the growing influence of customers, 'viral' behaviour has become
simple and easy for them to engage in, and as a result, some businesses are taking precautions to handle
customer complaint concerns on various social media platforms.
2.1.3 Negative Consumer Influence
Negative consumer behaviour is an important issue as it explores consumer behaviours that threaten a
brands image and financial stability. Negative consumer behaviour can be passive, such as boycotting a brand
or an active action such as spreading negative word‐of‐ mouth where it become one of the prior issues that
have been talked for few decades (NWOM; Grégoire, Tripp & Legoux, 2009; Klein et al., 2004). As stated
by Hollebeek and Chen (2014) define that negative customer engagement as consumer unfavourable brand-
related thoughts, feelings, and behaviours during the service process. This perspective postulates that negative
customer engagement and positive customer engagement are the opposite forms of the same construct of
customer engagement.
As a result, social media has become a venue for consumers with a bad attitude to express themselves.
Negative customer engagement is distinguished from positive customer engagement in that it distinguishes
between "negative customer engagement" and "engagement with negative valence" based on the
phenomenon's triggers and a customer's purpose to engage in that behaviour. Negative customer engagement,
on the other hand, refers to a customer's desire to harm a company or brand because of perceived self-threats,
whereas engagement with a negative valence does not want to harm the brand but still focuses on value co-
creation (Juric & colleagues, 2016).
2.2 Marketing Mix
The marketing mix has evolved into the most significant factor for both consumers and businesses, and it
may help businesses succeed by implementing effective ideas (Thabit & Raewf, 2018). The marketing mix
variables are used to emphasise the organization's objectives, which include not just selling and promoting
items, but also ensuring that customers benefit from them. The main reasons for the marketing mix, according
to (Grönroos, 1994), are to make marketing appear easy to handle, to require the detachment of marketing
from other organisational activities, to delegate job roles to experts, and to change a firm's competitiveness
by activating the marketing mix elements.
To add to that, knowing the marketing mix is critical in the tourist business, since tourism marketing will
be a key sector in many nations, and it must be handled flawlessly. As dealing with consumers in a larger
arena would be a great issue for some firms, excellent tactics that support behind every organisation are
necessary. However, for an organization who provides a service needed of the 7P’s as their service marketing
mix, where the first 4P’s as the core and other 3P’s as the extended marketing mix. As a result of this study,
a better knowledge of how to handle consumer complaints on social media platforms will be gained. Therefore,
any tourism industry would be successful in segmenting the service marketing mix and operating on the seven
segments listed below.
2.3 Animal’s Management
Animal management that places a strong priority on and pays close care to animals in every Zoo, where
animals are the main commodity on show for visitors. The management of animals is heavily reliant on how
numerous individual animal characteristics, such as genetics, species traits, and others, interact with
environmental influences (Sherwen & Hemsworth, 2019). Aside from that, the wellbeing of the animals is
paramount, as seen by their location as a home for the animals. As with these difficulties, it should be close
to their native environment so that they may get a sense of what their natural habitat is like. From what we
can experience, some of the issues from other Zoo who cannot meet up the standards of the animal’s
placement become an outrage issue to visitors.
667
2.4 Zoo’s Management
If a consumer has a terrible experience, management becomes one thing to consider, and most businesses
will pay special attention to their management. As the first person to deal with and engage with guests,
management is in charge. In the tourist industry, a service should be prepared for a management catastrophe
and have a recovery strategy in place if one of its services fails (Ritchie et al., 2019). As a result, the
management of one company should play the most important function in ensuring that the services are
properly prepared. Moreover, management that could be divided into few elements that are related with Zoo’s
services such as services and facilities, issues on the financial problem, and location of one service whether
it is strategic to be located or vice versa.
2.5 Visitor Expectations towards one service
There will be comments or complaints from consumers in any service given, which may be utilised in both
good and bad ways. One of the feedback components is the expectation that a user has for the service they
will receive. As an example, each user will have their own set of criteria that will suit their needs, and we will
assess if the business has provided the advantages that the consumers desire. As in this section, Zoo Negara's
visitors are anticipating more from what they've seen thus far, with expectations ranging from the Zoo Negara
brand name, which brings the name of Malaysia to mind, to their anticipation of competent management in
the future.
■ 3.0 RESEARCH METHODOLOGY
This chapter discusses the study's research design, methodologies, and procedures. Include information
on the study design, in-depth interviews, population and sampling, data analysis, and theme analysis.
3.1 Research Design
There are three sorts of research designs: qualitative, quantitative, and mixed method research based by
John W. (2014). Qualitative research is used to investigate and comprehend a certain scenario, and it will be
used in this study. A quantitative technique to testing ideas by identifying the connection between variables,
on the other hand. The strategy of gathering both quantitative and qualitative data is known as mixed method
research. The procedures of collecting, analysing, interpreting, and publishing the study's results are all part
of quantitative methodology.
A research design may be characterised as a framework or plan for executing a marketing research study,
as well as the procedures for gathering the information required. To develop or address any marketing
research challenges or problems that are currently being encountered. Where from this study, will be
following by the quantitative research design, which also this study used social media complaints in collecting
data from prospect respondents in different social media platform from Facebook, Instagram, Twitter,
TripAdvisor, Klook, Youtube, Reddit, and Traveloka.
3.2 Population and Sampling
Population refers to the total number of people or residents in a nation or territory, as well as a collection
of people or groups, events, or themes with common qualities or characteristics that serve as study subjects.
The researcher used complaints from several social media platforms, including websites, Instagram,
Facebook, and Twitter that are used to study the customer complaint. Total of 30 content or complaints from
different social media, from the year 2019 until 2021. To discover the customer complaints elements of Zoo
Negara Malaysia. The data collected are saturated after the 30 complaints of data, it was found that the same
inputs and theme emerged. As for that total of 30 complaints collected from different social media platform
are enough to continue this study of managing customer complaint at social media platforms of Zoo Negara
Malaysia.
This study adopted simple random sampling (SRS), as done by (Cavazos-Rehg et al., 2016; Takahashi et
al., 2015). By using simple random sampling (SRS) as the sampling method on collecting complaints at
different social media platforms. As example from the previous case study from Takashi et al. (2015) where
they collected social media content data from twitter with the tweets from people regarding Typhoon Haiyan,
th
th
where the data collected from the date of 8 until 13 November 2013.
3.3 Thematic Analysis
The data in this study is analysed using thematic analysis approaches. There are various ways for
identifying, analysing, and illustrating patterns in data. The benefit of employing this strategy is that it
provides the value of vital information while being flexible. This method has the advantage of being dynamic
668
and allows for the extraction of a significant amount of data from the information quality. Many scholars
have used theme analysis in their study in the past. Thematic analysis is split into six phases by Braun and
Clarke (2006):
STEPS EXPLANATION EXAMPLE
1. Familiarize
with the Examine the information gathered Take notes on the suggestions so we can add
information that and the complaint's response. them to the research while understanding the
has been complaint.
gathered
2. Coding the
information and Segment all the collected data in Write down the information, underline the key
transferring it to specific social media. Such as, sections using a highlighter, and separate
a meaningful complaints from Website. complaints from different social media
group platforms.
3. Looking for Combine the framework with the For theme creation, researchers can utilise
the theme in the research study's unique subject or visual presentations such as (mind map, table,
code sub-theme. or write down the codes) on a piece of paper
and put them in comparable groups.
4. Examining the Reconsider the concept that had Reconsider if the subject is still relevant. Two
chosen topic emerged. distinct themes having the same theme, for
example, might be merged.
5. Naming and
Refining a theme and further Look for a name for a certain theme
defining the
analyzing the data in it. that can provide the audience an idea of
theme
what the theme is about.
6. Prepare the Throughout the report, the data It is critical to have logical, consistent, and
report. must be backed up by the thematic helpful information on the study subject.
evidence.
■ 4.0 DATA ANALYSIS AND FINDINGS
4.1 Data Analysis
This chapter results from the content data collection from different social media platform such as
Facebook, Twitter, Instagram, TripAdvisor, Klook, Reddit, Traveloka and Youtube. To support this data
analysis and findings, interview was held with the executive of customer complaints from Zoo Negara
Malaysia.
4.2 Data Collected
No. Social Media Number of Contents
1. Facebook 4 complaints
2. TripAdvisor 2 complaints
669
3. Twitter 3 complaints
4. Instagram 4 complains
5. Klook 4 complaints
6. Reddit 2 complaints
7. Traveloka 6 complaints
8. Youtube 5 complaints
Total of 30 customer complaints
4.3 Animal’s Management
There are several key drives element found in this study, where the complaints that were highlighted
about animal’s placement, animal’s health state, supplies and favoritism against specific animals.
4.3.1 Animal’s Placement
Animal’s placements were become most highlighted complaints that were received from the visitors of
Zoo Negara by the data collection from different social media platforms where it is divided into animal’s
cages, exhibit and displays, and natural habitat.
Complaint 1:
“The environment is very poor, the fish tank is very dirty, no fish can be seen at all..”
Complaint 1 stated their unsatisfactory with the animal’s cages or more specifically on the fish tank.
Complaint 5:
“…butterfly garden with only one butterfly, bee place with run down displays…”
Above shows that, complaint 5 was not satisfied with the run-down display at the bee place and only one
butterfly exists in the butterfly garden.
Complaint 17:
“Reptilia area is closed for upgrading and we see few empty buildings inside…”
Complaint 21:
“…the animal shows is very amazing but unfortunately the bear exhibit is closed …”
Complaint 17 and complain 21 emphasize the exhibits that are still upgrading and closed where visitors
cannot enjoy the exhibit that is prepared.
Complaint 11:
“Need to let go of the natural habitat where they only stuck in the Zoo…”
From complaint 11, study found that some complainers think that the animals better off be at their normal
natural habitat and not here in the Zoo.
4.3.2 Animal’s Health State
Animal’s Health State is the second types from the theme of Animal’s placement, where visitors are
worried and care about the animal’s health state as the Animals does not look healthy compared to how
they should be look. It became an issue that most of the complainers were talking about. In this animal’s
health state are divided into thin and sick animals.
Complaint 1:
“…and the animals are too thin and look sick…”
Complaint 8:
“I am so sad watching this animal surviving in the zoo…”
670
Complaint 12:
“All the animals are too skinny, not only lions…”
Complaint 1, complaint 8, and complaint 12 stated their frustration on the animal’s health that is not taken
care by the Zoo’s management and become one of their priorities to make sure the animals should be in a
good state.
4.3.3 Supplies
Visitors also found that lack of supplies from the animal’s management become one of the factors of the
customer complaints. Supplies that is focused on the issues of the lack of food supply for the animals daily
even though the Zoo is already operated more than decades.
Complaint 7:
“…the Zoo always in lack of food supply situation…”
Complaint 7 above emphasize the complaints with the lack of food supply for the animals where it gives
impact back to the animal’s health state.
4.3.4 Favoritism
Some visitors have personal preferences for certain animals, as seen by the recent panda display with
the comparison to the wilder monkey species. Here, there are concerns of favouritism toward some visitors
to the animals that are offered.
Complaint 26:
“I love the Pandas! Sorry for playing favorites...they're the BEST plus chilling in the AC room with
them? Loves it”
Complaint 27:
“Not favouring the monkey species... Haha No...”
Complaint 26 and complaint 27 shows that some visitors are playing favouritism against specific animals.
4.4 Zoo’s Management
In this part of the zoo’s management gives few elements from the complaints, where this study found
that there are most of the complaints are highlighted here. Moreover, Zoo’s management can be divided
into, services and facilities, financial, and location.
4.4.1 Services and Facilities
This study found that most of the complainers were dissatisfied with the service and facilities that was
provided. Where in this part, where most of the complaints were collected from the customer services, the
entrance fee, infrastructure and maintenance, and operation time.
Complaint 2:
“…service was very bad, but the zoo kept selling and taking photos of us for a long time, it's very
annoying…”
From complaint 2 above, we can identify that the visitor was not happy with the customer service provided.
Where the management should take care of their visitors more thorough.
Complaint 4:
“Infrastructure is so old and need new innovation, it looks the same since the last time visit…”
Complaint 19:
“…look the same with old layout, old management and old infrastructure…”
Complaint 25:
“…while the Zoo looks like it not been maintained…”
Complaint 4, complaint 19, and complaint 25 explained that the infrastructure and maintenance are outdated
where it looks just the same decades ago and need a brand-new innovation.
671
Complaint 10:
“…need to think twice before bringing the whole family as it will cost hundreds ringgit which if lower the
price to RM20 more people will visit.”
Complaint 14:
“The price is inflated, and I do not mean by 50-60% but 2-3 times the normal price”
Complaint 15:
“…but not coming back with that price…”
Complaint 14 and complaint 15 define their disappointment with the entrance fees that is hugely increasing
from the more affordable price before. Where the visitors even stated their intention for not coming back
again.
Complaint 24:
“We going on weekdays, so it's not crowded. One of the best moments…”
Above shows that complain 24, express their satisfaction with the operation time and gave suggestion and
prefer to come on weekdays which is less crowded than normal time.
Complaint 16:
“…must queue for so long and the show is just average. Only birds and sea lion for half an hour
duration…”
Complaint 16 above explained that the customer were dissatisfied with the operation time for the
showcase that only required short-time of service.
4.4.2 Financial
Financial issues that consist of budget and funding, is one of the factors of the customer complaints at
different social media platforms. The issues of budget and funding where become the responsibility of the
Zoo’s management in taking care of this issues that even make visitor to be aware of this.
Complaint 3:
“…an issue of lack finance support. How others Zoo survived, but Zoo Negara always ask for money?”
Complaint 9:
“We have also raised welfare concern with their issues which they haven’t fully addressed.”
Complaint 3 and Complaint 9 explained their curiosity on the issues of budget and funding. As the Zoo’s
management often ask for financial help to the non-government organization (NGO) and did received
amount of money. However, it may seem that there is always an issue of lack financial support where
become a big question mark to the visitors.
4.4.3 Location
Complaint 23:
“...zoo Negara developments. Where the issues from neighbourhood area regarding why Zoo Negara is
established here and the sound and smells of the animals…”
Complaint 23 illustrates concerns from the surrounding community, who were dissatisfied with the Zoo's
proximity to the residential area, which had an impact on the neighborhood's scents and sounds.
Complaint 28:
“…great impression when I visited this beautiful place decades ago. Large and beautiful
landscapes…”
Complaint 30:
“…it's good to see all the lush greenery for the animals to enjoy with the spacious layout…”
Complaint 28 and complaint 30 gives comments on the spacious area that is provided by the Zoo’s
management, where it can be satisfy both the animals and visitors.
4.5 Visitor’s expectation towards services
In this study found that, the last factor of the customer complaints is the visitor’s expectation towards
services. Where visitors of Zoo Negara Malaysia gave their opinions from the experienced serviced. It
consists of the brand’s name and good management of the services.
672
4.5.1 Brand’s Name
Brand’s names were divided into country’s name and made a comparison from others Zoo, explained
the expectation that the visitors want.
Complaint 6:
“…do a favor to close down this place as it only brings the embarrassment for the country…”
Complaint 13:
“…sometimes bit embarrassed to suggest to our non-Malaysia friends…”
From complaint 6 and complaint 13, found that both complaints were mentioning the name of Malaysia.
As the brand’s name of Malaysia, the visitor expects for the Zoo Negara Malaysia to improve their facilities.
Complaint 18:
“If getting the zoo to look like Singapore is a bit too much to ask, then at least get it to Taiping level.”
Above stated, from complaint 18 that made a comparison with other country’s Zoo that is provided more
better services and facilities than Zoo Negara. Visitor’s also give suggestion to learn from local Zoo too.
4.5.2 Good management of the service
The visitors expect good management from the services provided by Zoo Negara, where giving chance
to improvise from the previous bad service management. It consist of basic facilities and their limited
number of service facilities.
Complaint 20:
“A lot has improved, and some is still on going.”
Complaint 20 shows that there is part of the Zoo that was improved and giving the good progress
management of the services.
Complaint 29:
“Zoo Negara was well kept even though during the pandemic while other Zoo…”
It shows that, from complaint 29 that the expectation of the consumer on their good management are
somehow achieved. However, need more innovative idea to blend in with the old developer.
Complaint 22:
“… zoo is quite run-down and lack of service facilities and maintenance. Will not go again…”
Complaint 22 explained that the issues of limited number of service facilities in Zoo Negara, should be
improvise to receive good management from the complaints of the visitors.
Table 4.2Theme Development (Animal’s Management)
Major Theme Theme Second Coding
Animal’s Placement • Cages
Animal’s Management • Exhibit and Displays
• Natural Habitat
Animal’s Health State • Thin Animals
• Sick Animals
Supplies • Food supplies
Favouritism • Wild Animals
• Panda
Table 4.3 Theme Development (Zoo’s Management)
Major Theme Theme Second Coding
Services and Facilities • Customer Services
• Entrance fee
Zoo’s Management • Infrastructure and
Maintenance
• Operation Time
673
Financial • Budget
• Funding
Location • Neighbourhood Area
• Layout and area
Table 4.4 Theme Development (Visitor’s expectation towards services)
Major Theme Theme Second Coding
Brand’s Name • Country’s Name
Visitor’s expectation • Compare with
towards services neighbour’s Zoo
Good management of • Basic Facilities
the services • Limited number of
service facilities
5.0 DISCUSSION AND CONCLUSION
We can see from the previous chapter that the data collecting results were displayed and discussed. In
this chapter, we will wrap up our discussion and draw conclusions about what we discovered, focusing on
the research summary, study limitations, and research recommendations. Whereas the major aims of the
first half of this study were to find factors that affect consumer complaints on social media and to develop
strategies for handling customer complaints on various social media platforms. This study will explain the
outcomes from the whole research study as well as the discussion from chapter two of the literature review
in this section. Conclude, it can give the final answer and the suggestion for this whole study on managing
customer complaint at social media platform of Zoo Negara Malaysia.
5.1 Research Overview
The objective of this research was to find an answer to the following question:
i. What are the factors that influence consumer’s complaints on social media?
ii. What are the solutions on managing customer complaint at different social media
platform?
The study's conclusions can be summarized as follows, depending on the issues posed and the responses
received from the informants:
Figure 5.1 Thematic map for cust
5.2 Animal’s Management
674
a) Animal’s Placement
In this part of animal’s placement data that consists of cages, exhibit and displays, and the
natural habitat of the animals. Where the complaints from different social media platform give
complaints on this specific issue on animal’s placement. Weary et al. (2016), consider the welfare of
laying hens kept in modified cages as well-designed free-range system that meets with their natural
habitat, where it defines the animal’s placement play the biggest role on the standards for the animals
in Zoo. Other than that, exhibit and displays in Zoo Negara become an issue where there are many that
cannot function well and even closed for a long time.
b) Animal’s Health State
Animal’s health is giving one of attention from the visitors, where when the physical look of
one animal’s doesn’t look healthy and at the right shape. Where some of the complaints received are
about the animal’s look thin and sick, which explained and related back on the animal’s health state
where giving the authority from the animal’s management that should be taken care well of Zoo Negara.
c) Supplies
In this part of supplies, where most of the issues is about where the visitors are anxious and
confused with the lack of supplies issues. As Zoo Negara always complain that they have lack of food
supplies and asking for some donation on helping with the issues. Moreover, supplies in here are mainly
focus on the daily food supplies to manage the whole five thousand of animals. As for that Zoo Negara
should take this opportunity to settle with this issue and improve the supplies of the foods of the
animal’s management.
d) Favouritism
Favouritism was played by some visitors, who giving their honest experience on some specific
animals. As example, there are few who plays favourites for Panda exhibit as it stayed at the Air-
conditioning room with a new infrastructure. However, there are also who dislike the wild species such
as the monkeys which are for them it is wild to be with.
5.3 Zoo’s Management
a) Services and Facilities
Hundreds of millions of people visit Zoos throughout the world each year, yet only a few Zoos
consider how to better serve and accommodate visitors. Khaleeli and his colleagues (2020). Customer
service, entry charge, infrastructure and maintenance, and operating time are among the services and
facilities that have received the most complaints in this topic.
Service and facilities are the most important aspects of any business since poor service and
amenities can only result in negative comments from visitors. Furthermore, terrible services and
facilities will only lose one customer's loyalty, whereas loyalty is earned via good service. As a result,
Zoo Negara should focus on improving their service and facilities to fulfil the needs of visitors while
also ensuring that they obtain their advantages.
b) Financial
Zoo Negara has always been plagued by financial problems, as there have been in the past due
to a lack of financial assistance. Where the complaints received stated the same issues, Zoo Negara was
always requesting money from various organisations, especially Non-Governmental Organizations
(NGOs). However, it drew the attention of tourists and netizens to the issue of why Zoo Negara's budget
and funds are always in short supply. Visitors also wondered if donations from other organisations went
directly to the animals or if they were held in the Zoo's high department.
c) Location
The most important factor in one service is where they are located and how strategic they are
with the services they supply. However, there has been a concern about Zoo Negara's placement,
claiming that it should not be in this region since it is too near to the neighbourhood, which influences
the odours and sounds. Furthermore, travellers may easily visit Zoo Negara, which is just 1.5 kilometres
from the centre of Kuala Lumpur. The neighbourhood, on the other hand, was not pleased with the
placement. Apart from that, guests are pleased with the site, which includes 110 acres (45 ha) of land
in Ulu Klang and offers a vast layout for visitors to explore.
675
5.4 Visitor’s expectations towards services
5.4.1 Brand’s name
Maintaining a desirable brand image in the era of social media is a difficult undertaking, since
information, experiences, and rumours circulate quickly and can produce a tremendous chain-effect
that damages a company's brand image beyond repair (Tolonen, 2019). In that regard, no firm would
want to jeopardise their own brand's image, which demands the greatest standards. Furthermore, brand
names that contribute to the value of a country's name should be given more attention, particularly in
the tourist industry. Where it has a significant influence on not only local visitors, but also tourists from
all over the world who will be exposed to the services.
5.4.2 Good management of the services
The visitors' expectations for good management of the services provided should be highlighted,
particularly where complaints have been expressed about the lack of basic facilities and the limited
number of service facilities that need to be improved in order to achieve good management of the
services. With effective service management, managers might build positive relationships with visitors
in order to meet their needs.
5.5 Research Limitation
This section discusses the study's limitations from the researcher's perspective when the study
was being done and give improvements on the research study.
5.5.1 Limited Scope
The scope of this research study was focusing on the social media platform only, whereby using
the sampling of simple-random-sampling (SRS). As for that customer complaints collection are limited
to this scope only.
5.5.2 Limited Area
Since this study are focusing on Zoo Negara Malaysia and customer complaints, we can find
that it is in the limited area on these two above.
5.5.3 Lack of Skills
In this research study, the researcher is lack of skills on handling and managing qualitative
research that involves with the thematic analysis where they are many things that the researcher could
learn and prepare for a better finding.
5.6 Research Recommendation
In this part where, researchers give their recommendation on improving this research study for a better
insight in the future. The recommendation is for the use of researchers and even readers.
676
REFERENCES
Aalikhani, A. (2015). A Study on Relation between Customer complaint behaviour and Undesirable Service Experience.(Case
study: Eghtesad Novin Bank-Tehran West Branch). Environment Conservation Journal, 16(SE), 601-608.
Al-Rawi, A. (2019). Viral news on social media. Digital journalism, 7(1), 63-79.
Balaji, M. S., Jha, S., & Royne, M. B. (2015). Customer e-complaining behaviours using social media. The Service Industries
Journal, 35(11-12), 633-654.
Blodgett, J. G., & Granbois, D. H. (1992). Toward an integrated conceptual model of consumer complaining behavior. Journal of
Consumer Satisfaction, Dissatisfaction and complaining behavior, 5(1), 93-103.
Bolton, R., & Saxena-Iyer, S. (2009). Interactive services: a framework, synthesis and research directions. Journal of interactive
marketing, 23(1), 91-104.
Cambra-Fierro, J., Melero, I., & Sese, F. J. (2015). Managing complaints to improve customer profitability. Journal of Retailing,
91(1), 109-124.
Chebat, J. C., Michon, R., Haj-Salem, N., & Oliveira, S. (2014). The effects of mall renovation on shopping values, satisfaction
and spending behaviour. Journal of retailing and consumer services, 21(4), 610-618.
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: a literature review
and research agenda. International Journal of Contemporary Hospitality Management.
Ergün, G. S., & Kitapci, O. (2018). The impact of cultural dimensions on customer complaint behaviours: an exploratory study in
Antalya/Manavgat tourism region. International Journal of Culture, Tourism and Hospitality Research.
Frasquet, M., Ieva, M., & Ziliani, C. (2019). Understanding complaint channel usage in multichannel retailing. Journal of Retailing
and Consumer Services, 47, 94-103.
Fielden, A., Sillence, E., & Little, L. (2011). Children's understandings’ of obesity, a thematic analysis. International journal of
qualitative studies on health and well-being, 6(3), 7170.
Gemtou, M., & Hang, H. (2017). Seeking relief from negative emotions: Customer revenge as a self-control conflict. In 2017
Summer American Marketing Association Conference: Innovation & Sustainability in Marketing.
Haenel, C. M., Wetzel, H. A., & Hammerschmidt, M. (2019). The perils of service contract divestment: when and why customers
seek revenge and how it can be attenuated. Journal of Service Research, 22(3), 301-322.
Hashimoto, Takaaki, and Kaori Karasawa. "Impact of consumer power on consumers’ reactions to corporate transgression." PloS
one 13.5 (2018): e0196819.
Hawkins, M. A. (2019). The effect of activity identity fusion on negative consumer behavior. Psychology & Marketing, 36(4), 395-
409.
Heung, V. C., & Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services. International Journal of
Contemporary Hospitality Management.
Ho, G. K., & Law, R. (2020). Marketing strategies in the decision-making process for undergraduate choice in pursuit of hospitality
and tourism higher education: The case of Hong Kong. Journal of Hospitality & Tourism Education, 1-13.
Istanbulluoglu, D. (2017). Complaint handling on social media: The impact of multiple response times on consumer
satisfaction. Computers in Human Behavior, 74, 72-82.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of
marketing, 80(6), 69-96.
677
Lin, C. L., Lee, P. H., Hsu, Y. C., Lei, C. C., Ko, J. Y., Chuang, P. C., ... & Wang, F. S. (2014). MicroRNA-29a promotion of
nephrin acetylation ameliorates hyperglycemia-induced podocyte dysfunction. Journal of the American Society of Nephrology,
25(8), 1698-1709.
Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management.
Business Research, 9(1), 133-155.
Rafiee, V. B., Shen, K. N., & Arab, U. (2016, June). The Impact of Corporate response Strategies to Negative Online Word of
Mouth on Complainers' Brand attitude. In PACIS (p. 292).
Rihova, I., Buhalis, D., Moital, M., & Gouthro, M. B. (2015). Conceptualising customer‐to‐customer value co‐creation in
tourism. International Journal of Tourism Research, 17(4), 356-363.
Rydén, P., Kottika, E., Hossain, M., Skare, V., & Morrison, A. M. (2020). Threat or treat for tourism organizations? The
Copenhagen Zoo social media storm. International Journal of Tourism Research, 22(1), 108-119.
Shahin, A., & Mahbod, M. A. (2007). Prioritization of key performance indicators: An integration of analytical hierarchy process
and goal setting. International Journal of Productivity and Performance Management.
Surachartkumtonkun, J., Patterson, P. G., & McColl-Kennedy, J. R. (2013). Customer rage back-story: linking needs-based
cognitive appraisal to service failure type. Journal of Retailing, 89(1), 72-87.
Terry, G., Hayfield, N., Clarke, V., & Braun, V. (2017). Thematic analysis. The SAGE handbook of qualitative research in
psychology, 2, 17-37.
Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences
& Educational Studies, 4(4).
Wijaya, I., Rai, A., & Hariguna, T. (2019). The impact of customer experience on customer behavior intention use in social media
commerce, an extended expectation confirmation model: An empirical study. Management Science Letters, 9(12), 2009-2020.
Werenowska, A., & Rzepka, M. (2020). The role of social media in generation Y travel decision-making process (case study in
Poland). Information, 11(8), 396.
Yazid, H., Har, F. P., Yusof, M. N. A. M., Appalasamy, S., Mokhtar, S. I., Lian, C. J., ... & Kumaran, J. V. (2021). WITHDRAWN:
Gut microbiome dataset of captive Giant Pandas (Ailuropoda melanoleuca) in Zoo Negara Malaysia.
Yilmaz, C., Varnali, K., & Kasnakoglu, B.T. (2016). How do firms benefit from customer complaints?. Journal of Business
Research, 69(2), 944-945
Ziro, L. A. (2019). Online customer complaint response strategies and customer satisfaction: case study of Kenyan
telecommunications companies (Doctoral dissertation, Strathmore University).
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel
retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181-193.
678
FYP
AHIBS UTM SKUDAI JANUARY 2022
HOW PINTEREST ENGAGE WITH CONSUMER FOR TRAVEL
NURUL AZIFAH BINTI AZDI, ASSOC. PROF. DR NOOR HAZARINA HASHIM
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected], [email protected]
The tourism sector relay on the digital platform nowadays to reach consumers. Pinterest application is one of the platforms has been choosen by the tourism
destination. This study is focusing on how tourism destinations adopt and implement Pinterest to engage with local tourism to help them in deciding travel
destination. The use of Pinterest is not widespread in Malaysia for now. That is the reason why certain tourism destinations faced problems to get the reach
of viewers on this platform. Besides that, they did not aware of the specific elements that can increase engagement in this platform. This study is aiming at
local tourists that use Pinterest in their daily life as well as in helping them to decide on traveling. There are four variables that will be investigate in this
research which are perceived ease of use, perceived usefulness, perceived trust and social capital. Those four variables are influencing the consumer
intention to use Pinterest page in past research and minimum 100 respondent needed to succeed this research.
Keywords: Pinterest, Tourism, Local tourist
■ 1.0 INTRODUCTION
The tourism industry is hard to define rather than other industries because it does not have a clear product and incorporates other industries
as well like lodging, transport, travel companies, attraction, and more. Tourism can be defined as activities of persons traveling to and staying
in places outside their usual environment for not more than one consecutive year for leisure, health, business, and other purposes. According
to S.Lock (2021), globally, travel and tourism's direct contribution to GDP was approximately 2.9 trillion U.S. dollars in 2019. This industry
is affected by the Coronavirus pandemic due to the travel ban. According to Mohammad Ari Je Ulfy, (2016), the Malaysian Association of
Hotels (MAH) has estimated a loss of RM560.72 million revenues for the movement control order (MCO) period. So, for now, they rely on
the digital platform to keep on promoting and make a special offer like open for a certain period according to the government rules. Moreover,
in this digital era, this industry uses a digital platform to make promotion, attract tourists, and more. One of the platforms used by Malaysian
people to market their products or services is Pinterest. Pinterest became the fastest social network that reaches 10 million users, growing
4000% in 2011 alone (E.Gilbert et.al, 2013). As cited in Datareportal (2021), for the past few months in 2021, 6.72 million Malaysian citizens
age around 16 years old until 64 years old used Pinterest in life. The success of tourism destinations in any digital platform can be a benchmark
for them to prove that their marketing strategy excellent in attract and help consumers to make decisions, especially on travel issues.
1.1 BACKGROUND OF THE COMPANY
Tiarasa Escape is located at Janda Baik and just 45 minutes from Kuala Lumpur city. Tiarasa Escape is own by Puan Sri Tiara Jacquelina.
Tiarasa Escape itself is her idea in trying to bring the luxury tented accommodation experience to Malaysia based on what had she experienced
in a Berber tent at Sir Richard Branson’s Kasbah Tamadot in Morocco. Tiarasa Escape Glamping Resort had won awards which are
Landscape Design Award (Excellence) in the professional category as well as Project of The Year Award at the 11th Malaysia Landscape
Architect Award on 20th April 2019. As mentioned in one of the lifestyle news, Tiarasa Escapes is lauded as Malaysia’s first premium
glamping resort. The reason is the destination environment, Nestled in the cool foothills of Genting Highlands, Tiarasa Escapes offers guests
the option of stylish designed luxury safari-styled tented villas or breezy treetop villas with spacious wraparound verandahs, sprawled over
7 acres of the beautiful landscape that’s the perfect symbiosis of natural rainforest and clever design.
1.2 BACKGROUND OF THE PROBLEM
One of the tourism destination that has also been affected by the pandemic and keeps in touch with its followers on social media is Tiarasa
Escape. Normally in the tourism industry, the use of omnichannel is their aim. The reason is that the tourism destination could monitor their
customers more effectively. Omnichannel focuses on where the customers are located and ensures that whatever platform they used, these
customers will experience the same things. Besides that, by using the omnichannel approach, customers can access any information
constantly and the tourism destination’s view of customers is clear. Tiarasa Escape has different social media to attract its target audience
like Instagram, website, Pinterest, and more.
Tiarasa Escape could achieved great performance and successfully attract the thousands of followers on its website or Instagram
but it have a problem in getting followers in Pinterest, where Tiarasa Escape Pinterest page just get 5 followers on Pinterest. Why this famous
travel destination that could get artists or influencers as its customers but have fewer followers on Pinterest? Wondering about the experience
Pembentangan Projek Sarjana Muda 2018, Sekolah Perniagaan Antarabangsa Azman Hashim UTM SPACE
679
The words you are searching are inside this book. To get more targeted content, please make full-text search by clicking here.
Discover the best professional documents and content resources in AnyFlip Document Base.
Search
MARSIUM'21 COMP OF PAPER
- 1 - 50
- 51 - 100
- 101 - 150
- 151 - 200
- 201 - 250
- 251 - 300
- 301 - 350
- 351 - 400
- 401 - 450
- 451 - 500
- 501 - 550
- 551 - 600
- 601 - 650
- 651 - 700
- 701 - 750
- 751 - 800
- 801 - 850
- 851 - 900
- 901 - 950
- 951 - 1000
- 1001 - 1010
Pages: