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All Journal Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES)
Fitriya Abdul Rahim
Universiti Tunku Abdul Rahman, Malaysia
Aerospace Engineering Arts Social Sciences Other

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More Important Than Ever: Embracing Digital marketing to Survive COVID-19 Venkatesh Bala Sanger; Farah Waheeda Jalaludin; Tai Lit Cheng; Fitriya Abdul Rahim
CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences Vol 1 No 1 (2021): Conference on Management, Business, Innovation, Education and Social Sciences (Co
Publisher : Universitas Internasional Batam

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Abstract

Businesses are most susceptible to the effects of Covid-19. The implementation of social distancing makes people limit activities outside their home, consequently sales turnover decreases. Therefore, SMEs need to change the mindset in running business by using technology transformation. The usage of digital marketing has proven to be more practical than traditional marketing at many times. The Movement Control Order (MCO) implemented on 18 March 2020 in Malaysia due to the pandemic has put a halt to businesses, thus crippling the income of those business owners. This study aimed to study how companies or businesses handle this crisis and how they are utilizing digital marketing to their benefit. The usage of three main types of digital marketing was investigated on the performance of companies or businesses in Malaysia during this pandemic. A total of two hundred and thirty-one questionnaires were collected from employees and employers who are working or have working experience. Three hypotheses were developed for each type of digital marketing on the performance of companies or businesses. The findings showed that many companies are benefiting from the adaptation of digital marketing during this pandemic. Data were analyzed using SmartPLS and revealed that social media marketing, email marketing and mobile marketing are effective for businesses to survive during this pandemic
Swipe at first sight: The Continuous Intention to use Dating Apps in Malaysia Kishen Balan Balan; Fitriya Abdul Rahim; Zufara Arneeda Zulfakar; Goh Poh Jin; Mahendra Kumar Chelliah
CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences Vol 1 No 1 (2021): Conference on Management, Business, Innovation, Education and Social Sciences (Co
Publisher : Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Dating apps aim to help you meet someone. Many found success in finding love online encouraging dating apps developers to further ingrained themselves into the modern-day matchmaking culture. This study recommends a research model examining the antecedents of users’ intention to continuously use dating apps. It focuses on the influence of gratifications from the use of dating apps towards perceived usefulness and continuance intention as well as the role of perceived usefulness as a mediator. The result shows a positive relationship between gratifications and continuance intention. Although not strong, the perceived usefulness does acts as a mediator in this relationship
Co-Authors Farah Waheeda Jalaludin Goh Poh Jin Kishen Balan Balan Mahendra Kumar Chelliah Tai Lit Cheng Venkatesh Bala Sanger Zufara Arneeda Zulfakar