Collection Title:	SIU IS
Title :	Effectiveness of Facebook Marketing on Computer and Information Technology Training Centers in Mandalay, Myanmar
Material Type:	printed text
Authors:	Zin Naing Nay Lin, Author ; Opas Piansoongnern, Associated Name ; Chanchai Bunchapattanasakda, Associated Name
Publisher:	Bangkok: Shinawatra University
Publication Date:	2018
Pagination:	viii, 82 p.
Layout:	Tables, ill.
Size:	30 cm.
Price:	500.00 Baht
General note:	SIU IS: SOM-MBA-2018-M06 IS [MS. [MBA]] -- Shinawatra University, 2018
Languages :	English (eng)
Descriptors:	[LCSH]Internet marketing [LCSH]Social media -- Marketing
Keywords:	Buying behavior, AIDA model, Decision making process, Personality traits, Intrinsic motivation, Brands’ pages, Page engagement, “Call” button
Abstract:	Purpose – Purpose of this study is to understand effectiveness of Facebook marketing strategies used by many educational firms over specific audiences’ buying behaviors from the perspective of AIDA model and buying processes. Especially to identify personality traits of majority of higher educated audiences and their intrinsic motivation on training courses, information searching, and engagement with training schools’ Facebook post and finally to understand how much brands’ pages marketing strategies on Facebook impact on audiences’ buying process. Method – This study being on training centers’ effective use of pages on Facebook thus segmentation and targeting and approaches to reach right audiences are critical. 109 respondents’ were collected through Google survey form and 620 questionnaire papers were translated into Burmese then delivered to different schools and education centers from which 348 respondents’ completed paper were collected. Total of 457 questionnaires were used to analyze in this study from total of 729 questionnaire papers through focus group by their supervisors. Finding – This study support nine hypothesizes in which significant relation of personality traits toward all of need recognition, information searching and page engagement then relationship of need recognition information searching and page engagement towards use of “Call” button in Facebook pages (Convicting), finally relationship between use of “Call” button and enrollment, were significantly proved in this study.
Curricular :	BBA/GE/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27845

SIU IS. Effectiveness of Facebook Marketing on Computer and Information Technology Training Centers in Mandalay, Myanmar [printed text] / Zin Naing Nay Lin, Author ; Opas Piansoongnern, Associated Name ; Chanchai Bunchapattanasakda, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - viii, 82 p. : Tables, ill. ; 30 cm.
500.00 Baht
SIU IS: SOM-MBA-2018-M06
IS [MS. [MBA]] -- Shinawatra University, 2018
Languages : English (eng)

Descriptors:	[LCSH]Internet marketing [LCSH]Social media -- Marketing
Keywords:	Buying behavior, AIDA model, Decision making process, Personality traits, Intrinsic motivation, Brands’ pages, Page engagement, “Call” button
Abstract:	Purpose – Purpose of this study is to understand effectiveness of Facebook marketing strategies used by many educational firms over specific audiences’ buying behaviors from the perspective of AIDA model and buying processes. Especially to identify personality traits of majority of higher educated audiences and their intrinsic motivation on training courses, information searching, and engagement with training schools’ Facebook post and finally to understand how much brands’ pages marketing strategies on Facebook impact on audiences’ buying process. Method – This study being on training centers’ effective use of pages on Facebook thus segmentation and targeting and approaches to reach right audiences are critical. 109 respondents’ were collected through Google survey form and 620 questionnaire papers were translated into Burmese then delivered to different schools and education centers from which 348 respondents’ completed paper were collected. Total of 457 questionnaires were used to analyze in this study from total of 729 questionnaire papers through focus group by their supervisors. Finding – This study support nine hypothesizes in which significant relation of personality traits toward all of need recognition, information searching and page engagement then relationship of need recognition information searching and page engagement towards use of “Call” button in Facebook pages (Convicting), finally relationship between use of “Call” button and enrollment, were significantly proved in this study.
Curricular :	BBA/GE/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27845