Exploring Social Media Impact on Global Branding: Malaysia

This dissertation investigates the impact of social media on enhancing the global branding of Malaysian companies. It explores the evolution of social media and its importance for businesses to connect with international customers and gain a competitive advantage. The research utilizes positivism philosophy, a deductive approach, a descriptive design, and a survey research strategy, collecting primary data from 70 employees across different Malaysian companies. Data analysis involves correlation and regression analysis to determine the relationship between social media use and global branding. The findings indicate a strong, positive correlation between social media and global branding, emphasizing the role of social media in improving brand awareness, trust, and recognition. The research concludes with recommendations for enhancing global branding using social media and identifies areas for future study.

Running head: DISSERTATION
Explore the Impact of Social Media in Enhancing the Global Branding for the Malaysian
Companies
Name of the University:
Name of the Student:
Author’s Note:

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Acknowledgment
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
The ongoing research aims towards exploring the impact of social media in enhancing the global
branding for the Malaysian companies. The origin of social media took the world by storm
because it offered features those were unheard and unexpected by the people across the globe.
Companies have opted for social media to connect with international customers and gain
competitive advantage. Additionally, business organizations can use advanced technology for
building brand reputation and awareness because it is necessary for surviving the business
environment in the long run.
Issues are common in respect to branding for the business organizations because of the
constantly business environment globally. Social media is a result of technological advancement
that often becomes a significant challenge for some business organizations or sectors. Not all
business organizations are friendly and are aware of how the latest technologies can be
incorporated for improving global branding. Undertaking this research is rationalized because
better understanding about the two key concepts can be developed that will allow in determining
the impact on each other. Rise of social media is highly facilitated due to the rise of technology
and this research can be helpful in bridging the research gap of how technology can be used by
the Malaysian companies for building reputation and awareness.
Positivism philosophy, deductive approach, descriptive design and survey research strategy has
been used. Probability sampling technique has been used for selecting 70 employees from
different Malaysian companies across different sectors. Primary data collection process is used
that is evaluated using quantitative data analysis technique. Both correlation and regression

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analysis has been used so that the relationship between the variables and the impact of the
variables on each other can be determined.
Strong and positive relationship between social media and global branding has been
identified as the value is .897 from the data analysis. This is justified as with social media global
presence and establishment can be performed that improves branding significant with increased
chances of awareness, trust and recognition. On the other hand, from the regression analysis, it
can be inferred that the p-value derived is .000 that is less than 0.05. This indicates the
acceptance of the alternate hypothesis “H1: Social media has an impact in enhancing global
branding for Malaysian companies” and the rejection of the null hypothesis.

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Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview................................................................................................................................9
1.1 Problem statement.................................................................................................................9
1.2 Research aim........................................................................................................................10
1.3 Research objectives.............................................................................................................10
1.4 Research questions...............................................................................................................10
1.5 Research hypotheses............................................................................................................11
1.6 Research rationale................................................................................................................11
1.7 Structure of the dissertation.................................................................................................12
1.8 Summary..............................................................................................................................13
Chapter 2: Literature review..........................................................................................................14
2.0 Overview..............................................................................................................................14
2.1 Conceptual framework.........................................................................................................14
2.2 Emergence of social media..................................................................................................15
2.3 Types of social media platforms..........................................................................................16
2.4 Factors affecting social media use.......................................................................................17
2.4.1 Convenience.................................................................................................................17
2.4.2 Cost and time effectiveness..........................................................................................17

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2.4.3 Connectivity and interaction.........................................................................................18
2.4.4 Technological advancements........................................................................................19
2.5 Benefits of using social media for improved branding........................................................19
2.6 Challenges of using social media........................................................................................20
2.7 Concept of branding............................................................................................................21
2.8 Factors affecting global branding........................................................................................21
2.9 Necessity of successful global branding..............................................................................22
2.10 Role played by social media in enhancing global branding..............................................22
2.11 Research gap......................................................................................................................23
2.12 Summary............................................................................................................................23
Chapter 3: Research methodology.................................................................................................25
3.0 Overview..............................................................................................................................25
3.1 Research outline...................................................................................................................25
3.2 Research philosophy............................................................................................................26
3.3 Research approach...............................................................................................................26
3.4 Research design...................................................................................................................27
3.5 Research strategy.................................................................................................................27
3.6 Sampling technique and sample size...................................................................................28
3.7 Data collection process........................................................................................................28
3.8 Data analysis technique.......................................................................................................29

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3.9 Ethical considerations..........................................................................................................29
3.10 Accessibility issues............................................................................................................30
3.12 Summary............................................................................................................................30
Chapter 4: Data analysis................................................................................................................31
4.0 Overview..............................................................................................................................31
4.1 Descriptive analysis.............................................................................................................32
4.2 Inferential analysis...............................................................................................................36
4.2.1 Correlation test..............................................................................................................36
4.2.2 Regression test..............................................................................................................39
4.3 Summary..............................................................................................................................41
Chapter 5: Discussions..................................................................................................................43
5.0 Overview..............................................................................................................................43
5.1 Findings and interpretations................................................................................................43
5.2 Summary..............................................................................................................................47
Chapter 6: Conclusion and recommendations...............................................................................48
6.0 Conclusion...........................................................................................................................48
6.1 Linking with objectives.......................................................................................................49
6.2 Recommendations................................................................................................................50
6.3 Future scope of the study.....................................................................................................51
References......................................................................................................................................52

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Appendix 1.....................................................................................................................................59
Survey questionnaire.................................................................................................................59

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List of Figures
Figure 1: Conceptual framework...................................................................................................14
Figure 2: Global number of social media users.............................................................................16
Figure 3: Gender specifications.....................................................................................................32
Figure 4: Age group of the employees..........................................................................................33
Figure 5: Duration of being employed...........................................................................................34
Figure 6: Sectors employees work.................................................................................................35
List of Tables
Table 1: Factors affecting social media.........................................................................................37
Table 2: Social media and branding..............................................................................................38
Table 3: Regression model summary............................................................................................40
Table 4: ANOVA table..................................................................................................................40

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Chapter 1: Introduction
1.0 Overview
The origin of social media took the world by storm because it offered features those were
unheard and unexpected by the people across the globe. The purpose of social media was to
facilitate socializing of the people across the world and decreasing the gap globally to the
minimal. Moreover, the intention of bringing the world together was possible due to
technological development that made the idea of social media more practical (Holt, 2016). Over
the years, social media have evolved and is evolving continuously that is used for both
professional and personal use. Companies have opted for social media to connect with
international customers and gain competitive advantage. Additionally, business organizations
can use advanced technology for building brand reputation and awareness because sustaining the
business environment that is highly competitive, it is necessary (Khamis, Ang & Welling, 2017).
Having a positive brand reputation, image and awareness is necessary when it comes to profit,
increased revenue and sales for the companies. As a result, companies are recognized effectively
by the target audiences that increases business, sales and profit. With social media, branding can
be improved because the companies can reach and communicate with any part of the world
thereby, marking their global presence (Godey et al., 2016).
1.1 Problem statement
Issues are common when it comes to branding for the business organizations because of
the constantly business environment globally. Social media is a result of technological
advancement that often becomes a significant challenge for some business organizations or
sectors. Not all business organizations are friendly and are aware of how the latest technologies

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can be incorporated for improving global branding (Hofacker & Belanche, 2016). On the other
hand, effective and successful branding is a challenge for the business organization because if
not done properly, companies lose the market and the competitive advantage. Similar branding
issues have been identified for the Malaysian companies that are affecting their image and global
presence that needs to be handled accordingly (Panahi, Watson & Partridge, 2016).
1.2 Research aim
The ongoing research aim towards exploring the impact social media has in enahcing the
global branding of the Malaysian companies.
1.3 Research objectives
The objectives of the research are:
 To comprehend the concept of social media and branding
 To critically analyze the determinants affecting the use of social media for enhancing
global branding
 To determine the association between social media use and global branding for
Malaysian companies
 To investigate the necessity of improving global branding by social media use
 To provide suitable recommendations for enhancing global branding by using social
media
1.4 Research questions
The questions of the research are?
 What do you mean by social media and branding?

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 What are the determinants affecting the use of social media for enhancing global
branding?
 What is the relationship between social media use and global branding for Malaysian
companies?
 What is the necessity of improving global branding by social media use?
 What are the suitable recommendations for enhancing global branding by using social
media?
1.5 Research hypotheses
The hypotheses of the research are:
H0: Social media has no impact in enhancing global branding for Malaysian companies
H1: Social media has an impact in enhancing global branding for Malaysian companies
1.6 Research rationale
The past years have witnessed the rise of social media vigorously and business entities
have took complete advantage of it for sustaining the competition and findings ways of
expanding business and making their presence count. Undertaking this research is rationalized
because better understanding about the two key concepts can be developed that will allow in
determining the impact on each other (Alalwan et al., 2016). Rise of social media is highly
facilitated due to the rise of technology and this research can be helpful in bridging the research
gap of how technology can be used by the Malaysian companies for building reputation and
awareness. On the other hand, this research is also rationalized because this research will provide
options to determine the necessity of using social media in spite of the traditional methods of

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branding that is present. Moreover, the research can also help in finding ways for improving
global branding of the Malaysian companies by using social media (Salo, 2017).
1.7 Structure of the dissertation
The current dissertation is divided into six major chapters namely introduction, literature
review, research methodology, data analysis, discussions, conclusion and recommendations. It is
necessary for each of the chapter to be in chronological so that the aim of the research can be
achieved.
Introduction: Introduction is the first chapter of the work that enlightens the readers about the
topic as the chapter comprises of an overview, problem statement, aim, objectives and
hypotheses followed by rationalizing the purpose of the research.
Literature review: In this chapter, previous reviews, studies and researches those are relevant to
the current study considered that helps in obtaining improved perception about the topic and
conducting the current study. As a result, views of different authors can be taken into
consideration that facilitates critical evaluation accordingly.
Research methodology: This chapter comprises of the existing types of research methods those
are use while undertaking the research. In this chapter, the selection of particular methods is also
justified.
Data analysis: The data collected is evaluated by subjecting the data to relevant tests in this
chapter.

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Discussions: The collected data is discussed by taking help of the past studies that helps in
interpreting the findings of the current data and presenting new thoughts about the topic in this
chapter.
Conclusion and recommendations: This is the last chapter where an overall summary is
deduced by mentioning the main points followed by linking the findings with the objectives and
suggesting possible ways of overcoming those.
1.8 Summary
In the context of the chapter, it can be summed up that suitable information regrading
social media and global branding is presented that helped in pointing out the problem of not
applying social media in enhancing branding as well as the challenges of using social media
when it comes to enhancing global branding for the Malaysian companies. Thus, the aim,
objectives and hypotheses are formulated accordingly that is to be investigated in the following
chapters. Improved global branding for the Malaysian companies are needed as global business
environment are getting tougher and competitive that is making survival challenging.

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Social media Global branding
Convenience
Cost and time effective
Connectivity and interaction
Technological advancement
Chapter 2: Literature review
2.0 Overview
The literature review chapter is structured with the motive of shedding light on the
detailed information about the variables of the ongoing topic of the research. Past researches and
studies conducted on the similar topic are taken into account and the information is evaluated
critically. The two main variables for the current research are social media and branding at a
global platform where social media is the independent variable and branding is the dependent
variable. Studies and researches carried out in the past about social media and its role in
successful branding at a global level are considered and thorough investigation is conducted
considerably.
2.1 Conceptual framework

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Figure 1: Conceptual framework
(Source: Created by the Author)
2.2 Emergence of social media
The concept of social media is to facilitate the option of socializing for the people across
the world irrespective of the physical presence. As mentioned by Isah and Ogundele (2020), the
concept and use of social media became prominent during the 1960’s and 1970’s when different
business entities were finding ways of communicating with each other without physical
presence. Moreover, rapid technological change in the 20th century gave rise to social media
platforms and their use became even more sophisticated. However, as criticized by del Fresno
(2020), the launch of the first ever blogging site created a frenzy about social media that gave
rise to the rise of different other social media platforms those are used widely across the globe
recently.

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Figure 2: Global number of social media users
(Source: del Fresno, 2020)
2.3 Kinds of social media platforms
Due to the benefits it has to offer, the increase in the number of social media platforms
can be noticed over the years. Most largely used social media platforms are YouTube, Twitter,
Facebook and Instagram.
Facebook: Facebook, the largest social media network around the globe and is widely used by
populations across the globe for various reasons such as communication, sharing photos and
videos and following and supporting causes across the globe. Moreover, Facebook is used by
individuals, groups and entities as it facilitates communication and interaction (Kavak, Ozdemir
& Erol-Boyaci, 2020).

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Instagram: Instagram is another most popular social media that have millions of active users
and is expected to cross the number of active users that Facebook has currently. This social
media was launched solely for sharing images and videos and the platform has been doing so
successfully. Recently, Instagram is providing opportunity of creating business profile that gives
better opportunity of meeting and communicating with people (De Veirman, Cauberghe &
Hudders, 2017).
YouTube: YouTube, the world’s biggest social media platform facilitating video sharing that
provides opportunity to share and upload videos. Several options such as view, comment, like
and dislikes are offered by the social media on the video contents those are shared (Wen & Song,
2017).
Twitter: Another social media platform gaining attention is Twitter that is preferred and used for
communicating short messages that is known as tweets. Previously, Twitter was only used for
sharing short messages but now Twitter is also used by business entities for advertising and
marketing purposes (Brems et al., 2017).
2.4 Factors affecting social media use
When it social media use is considered for improving global branding, the different
factors affecting global branding are convenience, connectivity and interaction, cost and time
effectiveness and technological advancement.
2.4.1 Convenience
Convenience is an unparalleled cause that has maximized the preference of using social
media across the world. As mentioned by Antoun et al., (2016), using social media provides the
convenience of not being physically present but knowing about each other regularly. The global

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population uses social media platforms for sharing messages on the social media pages
informing the target audiences across the globe. In that case, the companies do have to visit
places to inform about their services and products and nor the customers have to visit the stores
physically to be aware about the latest happenings. However, as argued by Nolin and Olson
(2016), population having no access to social media remain unreached that impose negative
consequences. On the other hand, the population across the globe having social media platforms
is informed the moment information is shared and they do not have to wait until they visit the
place physically. Hence, time is also saved conveniently with social media and is effectiveness in
branding (Hong et al., 2016).
2.4.2 Cost and time effectiveness
Social media use also ensures cost and time effectiveness when used by the business
organizations and the Malaysian companies are no different. For gaining competitive advantage,
the Malaysian companies can use social media platforms that indicate advancement of
technologies. As mentioned by Topolovec-Vranic and Natarajan (2016), using social media for
branding is effective in terms of cost because the financial resources for distributing and printing
the ads are not required considering the indirect nature of the platform. The global population is
informed instantly about the companies with the use of social media platforms. The cost saved
can be used in other possible ways for improving sales and position in the required market.
However, as argued by Frandsen, Thow and Ferguson (2016), time is also saved when social
media is used by companies. This is because the individuals get the information on the news feed
of their social media pages immediately so that the companies get the privilege of being the first
one.

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2.4.3 Connectivity and interaction
Social media use and emergence has minimized the diameter of the world considerably.
This is because with social media platforms, global connectivity is mere a click away. According
to Shen and Karimi (2016), with social media platforms, communicating and interacting with
target audience, both national and international is just few clicks away. People can interact with
each other regardless of the time, location and the need of physical presence. Due to this facility,
companies are able to assist their customers across the globe without being present physically.
However, as argued by Rivera‐Arrubla and Zorio‐Grima (2016), absence of personal touch and
interaction often criticizes the effectiveness of social media when communicating with the
international consumers is to be taken into account. As opined by Marlowe, Bartley and Collins
(2017), with social media, the business organizations have the opportunity of being the first one
to inform the world and the target audience and enjoy the benefits of doing so.
2.4.4 Technological advancements
As known; technological advancement has facilitated the rise of social media across the
globe for companies as well as consumers. According to Kapoor et al., (2018), advanced
technology have brought the companies and the consumers closer that have eventually bridged
the gap between them. As a result, reaching the target audiences is easy and does not take much
time if the effort given by the companies is to be considered. The companies are able to assist the
customers whenever they need that creates a positive image about the brand in the world. This
positive image provides an opportunity for the brand to create a unique portrait in the mind of the
customers and gain competitive advantage that makes survival comparatively easier. However,
as argued by Conway and O’Connor (2016), population of the world with no access to internet

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and social media finds it difficult to be aware about the brand that affects the global branding
significantly.
2.5 Benefits of using social media for improved branding
Both business organizations and the consumers are able to enjoy the benefits that social
media has to offer. As commented by Garrido-Moreno and Lockett (2016), using social media is
beneficial for the companies because with this platform, the companies are able to establish a
position for them that can be witnessed by the global population. Because of the open nature of
the social media platforms, the actual position of the companies is highlighted in the mind of the
customers. With social media, the customers across the globe have the provision of sharing their
opinions and views. Hence, these opinions and views shared by the target consumers’ can be
considered as valuable feedbacks by the companies and work on them accordingly. However, as
argued by McCorkle and Payan (2017), due to the transparent nature of the platforms, any
negative comment left by the consumers can affect the existing image of the brand for the global
platform.
Contrarily, the role of social media for building brand is inevitable because with different
types of social media platforms, companies might find ways for connecting with the target
audiences. This is because the amount of exposure increases due to the virtual nature of the
platforms and loyal customer base is created on the way that generates leads considerably
(Odoom, Anning-Dorson & Acheampong, 2017).
2.6 Challenges of using social media
Despite the benefits that social media offers when branding is considered, the challenges
that comes with it cannot be denied. As mentioned by Panahi, Watson and Partridge (2016),

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opting for too many social media platforms or channels can be challenging for the companies to
manage. Often companies opt for multiple social media channels for covering wider target
audiences that later becomes difficult for them to manage. As a result, the companies are unable
to maintain their brand name in any of the channels that affect the branding of the companies
significantly. However, as argued by Kolb (2017), at times companies do perform effectively
even if they opt for multiple channels and social media platforms.
According to Chen and Wang (2017), creating brand visuals is a one-time task and it has
the ability to make or break the image of the brand forever. Hence, preserving the visual
consistency is highly challenging when social media is used for global branding. In order to
make it effective, designers make serous omissions in terms of logos, images, fonts and colors
that disturb and distract the perception of the customers about the brand that affect the global
branding significantly (Scott et al., 2017).
2.7 Concept of branding
Branding is a significant aspect when t comes to the companies because appropriate
branding signifies creating a unique position in the mindset of the customers. As commented by
Holt (2016), branding is said to be a practice related to marketing that indulges in creating the
name, symbol and design that distinguishes the company and its product from others in the
sector. However, as argued by Wheeler (2017), branding is defined as the technique that gives
better and greater meaning to the company and its product. Successful branding is of utmost
significance because it provides a leading edge in the in increasingly competitive markets.

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2.8 Factors affecting global branding
As known, branding helps in creating a unique eye in of the target audiences and basic
standards for the products and the services need to be fulfilled in order to ensure successful
branding. The different factors that play a significant role in ensuring successful branding are
quality, positioning, well-balanced communication and long term perspective.
According to Palazzo, Vollero and Siano (2016), as the consumers are spending both
time and effort in selecting the product and the service, they expect that the quality of it to be par
excellence. Having a quality product makes the consumers feel that they have not been cheated
and have been valued for the effort that they have put in. This helps in building a unique position
in the mindset of the customers because with social media chances are there of being delivered
compromised quality due to the indirect nature of the platform. However, as argued by
Schlegelmilch (2016), there are chances that the consumers’ might feel disheartened after
receiving the product and service in-hand. As mentioned by Joshi (2018), creating a distinctive
portrait in the market is necessary by ensuring careful selection of the target audiences and
establishing a differential advantage clearly in the minds of the consumers. Companies can
achieve this successfully in terms of image, name, logo, design, delivery and packaging.
However, positioning of the brand is said to be successful provided it is well communicated to
the target audiences (Halkias et al., 2017). This make the consumers feel attached to the brand
more and with social media this is possible because communication is facilitated regardless of
time and location. Moreover, well-balanced communication helps in developing positive long
term perspective that incurs positive results for the brands in the long run.

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2.9 Necessity of successful global branding
Successful branding is a necessity for the companies for their survival in the global
platform because this enables the companies to survive the competitive market. As mentioned by
Bunnell (2016), successful global branding enhances the recognition of the brand among the
competitors in the market. For instance, a well-recognized and branded logo over the social
media improves the face of the business because people tend to recognize the brand instantly
among the others. However, as argued by Singh and Sehrawat (2019), successful branding
creates a trust among the target audiences. With social media use, creating trust is easier because
of the continuous presence of the brand in front of the consumers’ eyes. Additionally, the
transparent nature of the brand over the social media platforms facilitates effective building of
trust for the companies.
2.10 Social media and its part in enhancing global branding
The part played by social media is immense when enhancing branding at global platform
is considered. As mentioned by Alawan et al. (2017), using social media provide chances for the
companies to communicate themselves as a brand across the globe without being present at the
locations in person. As social media provide opportunity for the brands to reach every corner of
the globe due to their virtual presence, the brand is communicated well with wide range of target
audiences. However, as criticized by Nisar and Whitehead (2016), it becomes challenging for the
companies to brand them for the target audiences with no access to internet and advanced
technologies. As commented by Cawsey and Rowley (2016), social media facilitates effective
communication between the companies and the target audiences. This is because of the ability of
continuous interaction that the virtual platforms can offer and the consumers can be helped
whenever needed. Consistent and well-balanced communication helps in building trust,

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awareness and recognition for the companies thereby, improving in global branding significantly
(Hanaysha, 2016).
2.11 Research gap
The current research sheds light to new findings in respect to social media and its effect
on global branding. The current literature helps in bridging the gap by determining how the
companies of Malaysia are taking the help of technology and building the reputation of their
brand at the global platform with the help of social media. The current research also helps in
findings the role played by social media in gaining competitive advantage, as the previously
conducted literatures do not shed light so deep in this aspect. The application of social media by
the Malaysian companies for connecting with international customers is also answered by
conducting this research.
2.12 Summary
Thus, according to the information presented in the chapter, it can be summed up that
social media has a key role to play when it comes to successful branding. The business
environment across the globe has become highly competitive and sustaining the market has
become highly challenging. The use of social media provides opportunity to reach target
audiences and communicate with them effectively. With social media, every niche market can be
reached that makes branding more effective. However, despite the benefits, the challenges of
using social media are evident. Challenges might arise because of the indirect nature and the
absence of personal interaction between the organization and the target audiences thereby,
making branding at global level often challenging.

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Chapter 3: Research methodology
3.0 Overview
This current chapter is structured with the aim of highlighting knowledge on the kinds of
methodological tools those exist. In this chapter, each type of research methods are mentioned,
defined and explained in detail so that the characteristics can be known. This is followed by
selecting the most relevant research method in accordance with the current study. The current
study aims towards investigating the impact of social media in enhancing the global branding for
the Malaysian companies. Hence, the research methods are selected in such a way that the
current research can be completed successfully. Additionally, the chapter also mentions the
important research ethics and the accessibility issues encountered while conducting the research.
3.1 Research outline
For the ongoing research, positivism philosophy, deductive approach, descriptive design
and survey research strategy has been used. According to these methodologies, probability
sampling technique has been used for selecting 70 employees from different Malaysian
companies across different sectors. As the responses are gathered from the employees currently
working for the Malaysian companies, primary data collection process is used that is analyzed
using quantitative data analysis technique. By using quantitative data analysis technique, the
opinions and responses of the selected samples can be subjected to relevant tests and analyses
and obtain results accordingly. For the ongoing research, both correlation and regression analysis
has been used so that the relationship between the variables and the impact of the variables on
each other can be determined.

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3.2 Research philosophy
Positivism, pragmatism and interpretivism are the three kinds of philosophies those exist
and are used while undertaking any research. Positivism philosophy facilitates the use of facts
and logic whereas interpretivism philosophy facilitates interpreting views and opinions of the
respondents. Contrarily, pragmatism philosophy is based on the dual features of both positivism
and interpretivism philosophy (Kumar, 2019).
For the ongoing study, positivism philosophy has been implemented because this
influenced the use of facts and logic in terms of social media and its impact on global branding.
With positivism philosophy, the views and opinions of the employees of the Malaysian
companies can be taken into consideration and quantifiable observations can be conducted. On
the other hand, the opportunity of quantifiable observation supports scientific and statistical
analyses for completing the research successfully (Bresler & Stake, 2017).
3.3 Research approach
Inductive and deductive are the two kinds of research approaches exist. Both the
approaches can be differentiated from one another based on the existing characteristics. For
inductive approach, new concepts and theories are developed from the interpretations those have
been made. However, on the contrary, deductive approach indicates deriving conclusions by
referring to the theories those already exists thereby, changing general information to specific
information (Silverman, 2016).
For the ongoing study, deductive approach has been used. This approach is highly
suitable because the existing concepts, theories and past studies about social media and global
branding can be studied. Referring to the existing information ensures that a clear viewpoint and

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idea is presented in the study that helps in comprehending the impact on the Malaysian
companies (Quinlan et al., 2019).
3.4 Research design
Three types of research designs are widely used for conducting any research, namely,
explanatory, exploratory and descriptive. With exploratory design, the issue within the research
is explored and identified. With explanatory design, the cause of the identified issue is identified
followed by investigating the impact of it. With descriptive design, the issue is identified
followed by determining the cause and the impact on the variables (Ledford & Gast, 2018).
For the ongoing study, descriptive research design has been used because this allowed
identifying the issue that the Malaysian companies are facing when it comes to branding
themselves at the global platform followed by determining the impact it is having on the image
of the companies. Additionally, descriptive design also helps in finding the role played by social
media in successful global branding of the Malaysian companies (Fletcher, 2017).
3.5 Research strategy
Four kinds of research strategies are applied while conducting any research such as
survey, case study and interview and action research strategy. The strategy of case study
indicates to the use of similar researches and studies in the past and investigating the current
research. With interview and survey research strategy, opinions and views from small and large
populations respectively are gathered that is further used for investigating the current research
(Wiek & Lang, 2016).
For the ongoing study, survey research strategy has been used because it helped in
collecting the opinion of the employees of the Malaysian companies about the role social media

28DISSERTATION
plays in enhancing their global branding. Survey questions, mainly close-ended were formed and
distributed among the employees of the Malaysian companies through their official email id.
This provided the opportunity for the employees to fill the questionnaire according to their
convenience so that exploration can be conducted accordingly (Humphries, 2017).
3.6 Sampling technique and sample size
Sample, the most significant attribute when the completion of the research successfully is
considered. Probability and non-probability sampling techniques are the two types that are used
for gathering relevant data. Probability sampling technique refers to the equal chances for all the
individuals to be a part of the data collection process. However, on the contrary, non-probability
sampling technique indicates that the participants are selected individually for taking part in the
survey (Walliman, 2017).
For the ongoing study, probability sampling technique has been utilized because this
enabled equivalent chances for all the employees to take part of the data collection process. Out
of all the employees those took part in the survey, 70 employees were selected randomly in order
to understand the part played by social media in improving global branding (af Wahlberg, 2017).
3.7 Data collection process
Primary and secondary are the two types of data collected processes those are used
accordingly for collecting data and conducting the research. Primary data collection refers to the
collection of data from recent and live sources. However, on the contrary, secondary data
collection process signifies to collecting data from sources those already exist (Attia & Edge,
2017).

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For the ongoing study, primary data collection process is used because the data is
obtained from the employees of the Malaysian companies. Collecting data from the employees is
suitable because they are the once working towards enhancing the global branding of the
companies by using social media. Hence, information collected from them helps in providing
better in-sight about the role played by social media in improving global branding of Malaysian
companies (Page et al., 2017).
3.8 Data analysis technique
Qualitative and quantitative are the two analyses techniques those are used for evaluating
the collected data. Qualitative data analysis technique refers to evaluating the responses
qualitatively by interpreting the views and opinions in detail. Contrarily, quantitative data
analysis technique indicates analyzing the data by subjecting the responses to relevant tests and
analyses (Clandinin, Cave & Berendonk, 2017).
For the ongoing study, quantitative data analysis technique has been utilized because this
provide opportunities to subject the responses collected from the employees of the Malaysian
companies to relevant tests such as correlation and regression using SPSS so that the set
objectives can be achieved accordingly (Dillon & Wals, 2016).
3.9 Ethical considerations
Compliance by the ethics of the research is one of the important aspects when a research
is to be completed successfully. One of the important research ethics is data confidentiality. In
accordance with this ethics, the identity and the data shared by the respondents need to be kept
hidden under any circumstances and even if they are disclosed, permission and consent are to be
taken from the respondents. Apart from data confidentiality, willing participation is another

30DISSERTATION
research ethics. This ethics indicate the respondents should be made aware about the research
topic and valuable information needs to be shared as well. After enlightening the same, if the
respondents are willing to participate, their opinions are taken into consideration. The
respondents should not be forced and misguided for the sake of collecting responses (Glesne,
2016). Other important ethics those needs to be taken into account are not to harm the
surrounding environment, living and non-living both and using the data collected only for
research purposes and not any non-academic purposes (Makhoul et al., 2018).
3.10 Accessibility issues
The two aspects that gave rise to challenges due to which hindrances were caused while
conducting the research are time and budget. Restricted time was there for completing the entire
research due to which the dissertation had to be rushed so that it can be completed within time.
Additionally, less time was there to meet and communicate with the project supervisor that made
it difficult to know whether the work is heading towards the right direction or not. Apart from
time, money also became a significant issue that restricted the progress of the research
considerably. Inadequate budget limited the ability of the researcher to travel, collect data and
even access valid and relevant secondary sources, as it required them paying.
3.12 Summary
Hence, from of the aforementioned information, it can be concluded that the most
appropriate and relevant methodological tools has been selected and used for the current
research. Using the selected research methods provide opportunity to gather the most relevant
information in accordance with the topic followed by deriving the most suitable outcomes and
results. Selection of the appropriate methodological tools indicates the successful completion of

31DISSERTATION
the research that helps in exploring the impact of social media in improving the global branding
for the Malaysian companies.

32DISSERTATION
Chapter 4: Data analysis
4.0 Overview
In the chapter of data analysis, the data gathered from the selected respondents are
analyzed in this chapter by putting through the responses to desired statistical tests and analyses.
For the ongoing study, the responses of the employees of the Malaysian companies are put
through to both descriptive and inferential analyses so that the aim and objectives of the study
can be achieved and answered. As the research aim towards comprehending the impacts of social
media in global branding, surveying the employees were the most appropriate options because
they are the ones using different social media for enhancing the global branding position of the
respective companies. 70 employees of the Malaysian companies are surveyed so that the
ongoing research can be completed successfully.

33DISSERTATION
4.1 Descriptive analysis
Figure 3: Gender specifications
The pie chart presented above highlights the gender details of the employees who took
part in the survey. The pie chart above reveals 58% of the employees those took part in the
survey were male whereas 36% of the employees those took part in the survey were female.
However, almost 6% of the employees those took part in the survey were unwilling to reveal
their gender specification for taking part in the survey. From the results obtained it can be said
that the Malaysian companies have both male and female employees working equally along with
facilitating suitable working environment for employees with hidden gender specifications.

34DISSERTATION
Figure 4: Age group of the employees
The pie chart presented above reveals the age group of the employees those took part in
the survey. The pie chart above reveals that almost 43% of the employees of the Malaysian
companies belonged to age group 20-30 years followed by 40% of the employees belonging to
age group 31-40 years. However, 14% of the employees belonged to age group 41-50 years and
nearly 3% of the employees belonged to age group 51 years and above. From the above
percentages, it can be said that the employees those took part in the survey are well aware of
social media and its impact on daily life as well as for companies.

35DISSERTATION
Figure 5: Duration of being employed
The pie chart presented above reveals the employment duration of the employees in the
Malaysian companies. The pie chart above reveals that almost 40% of the employees have been
employed in the Malaysian companies for 2-7 years followed by 31% of the employees working
for 8-12 years. Moreover, 18% of the employees have been working in the Malaysian companies
for 13-15 years and only 10% of the employees have been employed for 16 years and above. The
duration of employment for the employees suggests that they have an idea of how social media
can be used for the companies for improving the global branding.

36DISSERTATION
Figure 6: Sectors employees work
The pie chart presented above reveals the sector or industries the employees work in
Malaysia. The pie chart above reveals 35% of the employees worked in the hospitality sector
followed by 32% of the employees working in the healthcare sector. Moreover, 20% of the
employees works in the retail sector whereas only 11% of the employees working in the
construction sector. The opinion of the employees working in hospitality sector, healthcare and
retail sector are important because social media is highly used in these sectors for
communicating with the consumers and expanding their reach in the global platform.

37DISSERTATION
4.2 Inferential analysis
4.2.1 Correlation test
Correlation test has been conducted for the ongoing study because this provides
opportunity to assess the association between the variables, independent and the dependent
according to the value obtained. The strength and weakness between the variables were
determined if the value obtained ranged from -1 to +1. Values from -1 to 0 indicated negative
relationship whereas value from 0 to +1 indicated positive relationship. Moreover, value above
0.7 reflected strong relationship between the variables. For the ongoing research, correlation test
has been conducted among the factors affecting social media as well as between social media
and global media and interpretations are made accordingly.
Test 1
Correlations
Conveni
ence
Cost_time_effec
tiveness
Connectivity_int
eraction
Technological_adv
ancement
Convenience
Pearso
n
Correla
tion
1 .678** .772** .697**
Sig. (2-
tailed) .000 .000 .000
N 70 70 70 70
Cost_time_effectiv
eness
Pearso
n
Correla
tion
.678** 1 .769** .799**
Sig. (2-
tailed) .000 .000 .000
N 70 70 70 70
Connectivity_inter
action
Pearso
n
Correla
tion
.772** .769** 1 .807**

38DISSERTATION
Sig. (2-
tailed) .000 .000 .000
N 70 70 70 70
Technological_adv
ancement
Pearso
n
Correla
tion
.697** .799** .807** 1
Sig. (2-
tailed) .000 .000 .000
N 70 70 70 70
**. Correlation is significant at the 0.01 level (2-tailed).
Table 1: Factors affecting social media
The correlation table above highlights the association among the factors affecting social
media. The four determinants taken for the study are cost and time effectiveness, convenience,
connectivity and interaction and technological advancements.
It can be viewed that convenience is positively related with cost and time effectiveness
and technological advancements as the values obtained are .678 and .697 respectively whereas
convenience is strongly and positively associated with connectivity and interaction, as the value
obtained is .772. Positive value between convenience and cost and time effectiveness and
technological advancement is rationlized because the convenience of communicating and
interaction by taking help of social media that saves both time and money. The organizations are
able to save the financial resources of printing and distributing the ads for communicating the
brand and yet can inform the world audience about them, their newly launched product or
services through the virtual platform. As social media have active users more than millions, the
companies are able to save both time and money when communicating with the international
consumers comes into picture. Consistent and continuous presence helps in creating brand
awareness and recognition that enhances the global branding of the companies because both the
parties can be in touch with each other irrespective of anything. This is where technological

39DISSERTATION
advancement comes to play, as advanced technology ensures the convenience of interaction
between the companies and the target audiences from any part of the world.
Cost and time effectiveness is positively and strongly associated with connectivity and
interaction and technological advancement as the values obtained are .769 and .799 respectively.
The values obtained are said to be justified because uninterrupted and high technology
smoothens and facilitates communication and interaction that saves money and time significantly
because both the parties do not have to be physically present and virtual platform can be used to
the best of ability. Connectivity and interaction is positively and strongly associated with
technological advancement as the value obtained is .807. This result is said to be justified as
uninterrupted and high technology influences effective communication and interaction between
the consumers and the companies.
Test 2
Correlations
Branding Social_media
Branding
Pearson
Correlation 1 .897**
Sig. (2-tailed) .000
N 70 70
Social_media
Pearson
Correlation .897** 1
Sig. (2-tailed) .000
N 70 70
**. Correlation is significant at the 0.01 level (2-tailed).
Table 2: Social media and branding
The second correlation test indicates positive and strong association between social
media and global branding, as the value obtained is .897 that is higher than 0.7 and ranges from 0
to +1. The vastness of social media is huge that have facilitated connecting with the people

40DISSERTATION
around the globe few clicks away. The global population has come much closer with the rise of
social media because people across the globe can be interaction over the virtual platform at any
point of time. This is a major advantage for the business organizations and companies as they
can evolve themselves as a global brand using the social media. The companies are able to target
audiences across the globe at a single time and interact with them at the same time as well. Due
to social media, active users across the globe become enlightened about the recent happenings
for the companies and consistent presence over the social media enhances awareness, trust and
recognition that in turn develop trust and loyalty. Companies using social media can gain a
leading edge over the competitors in the market and gain competitive advantage in the long run
in their respective business sectors across the globe.
4.2.2 Regression test
Regression test is defined as the test that determines the acceptance and rejection of the
hypotheses according to the p-value. Null hypothesis is said to be rejected and the alternate
hypothesis is said to be accepted if the p-value obtained is less than 0.05. For the ongoing study,
the two hypotheses developed in the first chapter are to be tested by using regression analysis.
The two hypotheses to be tested are mentioned below:
H0: Social media has no impact in enhancing global branding for Malaysian companies
H1: Social media has an impact in enhancing global branding for Malaysian companies
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .897a .805 .802 .50245
a. Predictors: (Constant), Social_media

41DISSERTATION
Table 3: Regression model summary
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regression 70.819 1 70.819 280.517 .000b
Residual 17.167 68 .252
Total 87.986 69
a. Dependent Variable: Branding
b. Predictors: (Constant), Social_media
Table 4: ANOVA table
The regression analysis above indicates, it can be inferred that the p-value derived is .000
that is less than 0.05. Hence, the acceptance of the alternate hypothesis is confirmed with the
simultaneous rejection of the null hypothesis.
Hypotheses Status
H0: Social media has no impact in enhancing global branding for
Malaysian companies
Rejected
H1: Social media has an impact in enhancing global branding for Malaysian
companies
Accepted
The acceptance of the alternate hypothesis justifies the role social media plays when it
comes to successful global branding. The past decade has witnessed the rise of social media
platforms for both personal and professional functions. Social media have billions of active users
and are used by individuals several times a day for various purposes from communication,
sharing photos and videos and supporting causes. Similarly, the business organizations and the
companies have also identified the social media as an effective tool for business purposes. The

42DISSERTATION
emergence of social media is a proof of technological development that has comes across the
years. Moreover, technology is developing continuously and that is seen to be beneficial for the
companies in terms of business. With social media, companies can reach consumers across the
globe that is international customers effortlessly. However, when using social media for
interacting with international customers, companies need to keep in mind that the customers have
access to technology that facilitates social media use because else the customers cannot be
reached.
Social media can be used by the companies to enhance their branding presence at the
global platform. The role played by social media in building brands is an extremely essential
one. With social media, the companies are able to make valuable connections in respect to
business. The social media provide opportunities for the customers to voice their opinions and
views. The responses gathered from the audiences can be thus considered on a regular basis and
work on them constantly. In this way, the companies are able to upgrade them and reduce the
issues thereby, creating trust and loyalty among the target audiences. Moreover, the companies
are also able to make the consumers aware of the changes that help in creating trust and
awareness. The ability of the companies to communicate real time due to social media helps in
improved global branding. Moreover, different types of social media platforms offers wide range
of options for the companies to select the most appropriate one from them and use it based on the
target audience. As a result, the companies are able to gain competitive advantage with time and
achieve an upper hand from the existing competitors.
4.3 Summary
Therefore, it can be deduced that both the independent and the dependent variables are
subjected to correlation and regression analysis for obtaining the required results. From the first

43DISSERTATION
correlation test, it can be seen that convenience is positively associated with cost and time
effectiveness and technological advancements as the values obtained are .678 and .697
respectively whereas convenience is strongly and positively associated with connectivity and
interaction, as the value obtained is .772. The values derived can be said to be justified because
technological advancement offers the convenience of communication that saves both time and
money for the companies as well as the target audiences significantly. Similarly, cost and time
effectiveness is strongly and positively associated with connectivity and interaction and
technological advancement as the values obtained are .769 and .799 respectively. The values
obtained are said to be justified because uninterrupted and high technology smoothens and
facilitates communication and interaction that saves money and time significantly because both
the parties do not have to be physically present and virtual platform can be used to the best of
ability.
Moreover, connectivity and interaction is positively and strongly associated with
technological advancement as the value obtained is .807. This result is said to be justified as
uninterrupted and high technology influences effective communication and interaction between
the consumers and the companies. The second correlation test indicates positive and strong
association between social media and global branding as the value obtained is .897. This is
justified as with social media global presence and establishment can be performed that improves
branding significant with increased chances of awareness, trust and recognition. On the other
hand, from the regression analysis, it can be inferred that the p-value derived is .000 that is less
than 0.05. This indicates the acceptance of the alternate hypothesis “H1: Social media has an
impact in enhancing global branding for Malaysian companies” and the rejection of the null
hypothesis.

44DISSERTATION
Chapter 5: Discussions
5.0 Overview
Post analyzing the data gathered in the previous chapter, the commencing chapter is
commenced with the purpose of discussing the findings by referring to the past literatures and
studies. Discussing the findings of the current study helps in determining the successful
achievement of the aim and objectives of the study. For the ongoing study, discussions are made
in terms of exploring the impacts of social media in improving the global branding of the
Malaysian companies. The findings of the current study reveals positive and strong association
between the two variables, social media and global branding as well as significant impact that
social media imposes on global branding for the companies.
5.1 Findings and interpretations
The past studies by Isah and Ogundele (2020) and del Fresno (2020) state the use of
social media became prominent during the 1960’s and 1970’s when different business entities
were finding ways of communicating with each other without physical presence. Moreover, rapid
technological change in the 20th century gave rise to social media platforms and their use became
even more sophisticated. With time and technological development, the number of social media
has increased. The studies by Kavak, Ozdemir & Erol-Boyaci (2020), De Veirman, Cauberghe &
Hudders (2017), Wen & Song (2017) and Brems et al., (2017) highlight the different social
media platforms Facebook, YouTube, Instagram and Twitter. Each of the social media platforms
are used by the business organizations for connecting with the world population and establishing
them as global brands.

45DISSERTATION
From the data analysis, it can be implied that convenience is positively associated with
cost and time effectiveness and technological advancements as the values obtained are .678
and .697 respectively whereas convenience is strongly and positively associated with
connectivity and interaction, as the value obtained is .772. The employees of the Malaysian
companies feel that convenience and cost and time effectiveness and technological advancement
is justified because the convenience of communicating and interaction with the help of social
media saves both time and money.
The finding of the current research is supported by the studies conducted in the past.
Antoun et al., (2016) and Hong et al., (2016) in their studies states that the use of social media
provides the convenience of not being physically present but knowing about each other regularly.
Social media platforms are used by population across the globe and for that sharing a message on
the social media page informs the target audiences across the globe. Hence, time is also saved
conveniently with social media and is effectiveness in branding. However, Nolin and Olson
(2016) present a different view about the role played by social media in terms of convenience.
According to this study, population having no access to social media remain unreached that
imposes negative consequences for the companies when social media is used by them.
The findings of the current study also state that Cost and time effectiveness is strongly
and positively associated with connectivity and interaction and technological advancement as the
values obtained are .769 and .799 respectively. The values obtained are said to be justified
because uninterrupted and high technology smoothens and facilitates communication and
interaction that saves money and time significantly because both the parties do not have to be
physically present and virtual platform can be used to the best of ability. Topolovec-Vranic and
Natarajan (2016) in the study mention that social media use for branding is cost effective

46DISSERTATION
because the cost of printing and distributing the ads are not required due to the virtual nature of
the platform. The global population is informed instantly about the companies with the use of
social media platforms. The cost saved can be used in other possible ways for improving sales
and position in the required market. However, Frandsen, Thow and Ferguson (2016) state that
time is also saved when it comes to the use of social media. Hence, social media use saves both
time and money for companies and facilitates global branding by reaching out for successful
partnerships.
Connectivity and interaction is positively and strongly associated with technological
advancement as the value obtained is .807. This result is said to be justified as uninterrupted and
high technology influences effective communication and interaction between the consumers and
the companies. Shen and Karimi (2016) and Marlowe, Bartley and Collins (2017) state in their
study that with social media platforms, communicating and interacting with target audience, both
national and international is just few clicks away. People can interact with each other regardless
of the time, location and the need of physical presence. The study by Rivera‐Arrubla and Zorio‐
Grima (2016) present a different point of view that is negative because absence of personal touch
and interaction often criticizes the effectiveness of social media when communicating with the
international consumers comes into picture.
Another correlation test of the ongoing study indicates positive and strong association
between social media and global branding, as the value obtained is .897 that is higher than 0.7
and ranges from 0 to +1. The vastness of social media is huge that have facilitated connecting
with the people around the globe few clicks away. The global population has come much closer
with the origin of social media because people across the globe can be interaction over the virtual
platform at any point of time. Garrido-Moreno and Lockett (2016), Odoom, Anning-Dorson &

47DISSERTATION
Acheampong, (2017), Bunnell (2016), Singh and Sehrawat (2019), Alawan et al. (2017) and
Cawsey and Rowley (2016) mention that social media use is beneficial for the companies
because with this platform, the companies are able to establish a position for them that can be
witnessed by the global population. This is because due to the transparent nature of the social
media platforms, the actual position of the companies is highlighted in the eye of the customers.
With social media, the customers across the globe have the provision of sharing their opinions
and views. Hence, these opinions and views shared by the target consumers’ can be considered
as valuable feedbacks by the companies and work on them accordingly.
The studies by Panahi, Watson and Partridge (2016), Kolb (2017), Chen and Wang
(2017) and Scott et al., (2017) mention the negative impact of social media on branding. Opting
for too many social media platforms or channels can be challenging for the companies to
manage. Often companies opt for multiple social media channels for covering wider target
audiences that later becomes difficult for them to manage. As a result, the companies are unable
to maintain their brand name in any of the channels that affect the branding of the companies
significantly. Other than that creating brand visuals is a one-time task and it has the ability to
make or break the image of the brand forever. Hence, preserving the visual consistency is highly
challenging when social media is used for global branding.
From the regression analysis, it can be inferred that the p-value derived is .000 that is less
than 0.05. This indicates the acceptance of the alternate hypothesis “H1: Social media has an
impact in enhancing global branding for Malaysian companies” with the simultaneous rejection
of the null hypothesis. Past decade have witnessed the rise of social media platforms for both
personal and professional functions. Social media have billions of active users and are used by
individuals several times a day for various purposes from communication, sharing photos and

48DISSERTATION
videos and supporting causes. Social media can be used by the companies to enhance their
branding presence at the global platform. The role played by social media in building brands is
an extremely essential one. With social media, the companies are able to make valuable
connections in respect to business. Bunnell (2016), Singh and Sehrawat (2019), Alawan et al.
(2017), Nisar and Whitehead (2016), Cawsey and Rowley (2016) and Hanaysha, (2016) mention
in their study the role played by social media in enhancing global branding. According to these
studies, the use of social media provide opportunity for the companies to communicate
themselves as a brand across the globe without being present at the locations in person. This
ensures successful global branding that enhances the recognition of the brand among the
competitors in the market. As a result, a well-recognized and branded logo over the social media
improves the face of the business because people tend to recognize the brand instantly among the
others. Successful branding creates a trust among the target audiences. With social media use,
creating trust is easier because of the continuous presence of the brand in front of the consumers’
eyes.
5.2 Summary
Hence, from the information presented in the chapter signifies the significant role played
by social media when it comes to global branding. The use of social media by the companies has
increased over the past years due to the various advantages it can offer when it comes to
communication with the target consumers. Customers are the most significant aspect for business
organizations and the companies need to aim towards keeping them updated and posted
regularly. With social media, doing so have become easier for the companies as majority of the
world population is present in different types of social media platforms and reaching them is way
easier.

49DISSERTATION
Chapter 6: Conclusion and recommendations
6.0 Conclusion
From the above chapters, it can be concluded that social media has a key role to play
when it comes to successful global branding. Social media have emerged significantly over the
past years when it comes to using it for business purposes. The vastness, transparency and the
cost effectiveness of the platform helps the companies is numerous ways when it comes to
interaction, connectivity and exposure. Business organizations and companies take the help of
social media channels for making their presence in the global platform. When it comes to making
presence globally, effective branding by the companies is highly recommended. Successful
branding creates trust, awareness and recognition of the company among the competitors in the
market. This ensures a leading edge over the existing competitors in the market that facilitates
competitive advantage.
For the Malaysian companies, social media can be used effectively for ensuring
successful global branding. The use of social media indicates successful technological
advancement and its utilization for communicating with international consumers effortlessly and
gaining competitive advantage considerably. From the data analysis findings, positive and strong
association between social media and global branding is obtained, as the value derived is .897
that is more than 0.7 and ranges from 0 to +1. On the other hand, the findings of the regression
analysis indicate significant difference between the two variables, social media and global
branding, as the p-value obtained is .000 that is less than 0.05. The p-value indicates the
acceptance of the alternate hypothesis, that is, “H1: Social media has an impact in enhancing
global branding for Malaysian companies” and the rejection of the null hypothesis.

50DISSERTATION
As a result, it can be said that the Malaysian companies can use social media for branding
themselves globally and might face both positive and negative consequences in the course that
needs to be handled accordingly.
6.1 Linking with objectives
Objective 1: To understand the concept of social media and branding
This objective is linked with literature review section 2.2 and 2.7. These two sections
shed light on the two variables and the opinions about them in respect to different authors and
findings. The entire survey questionnaire is developed with the purpose of understanding social
media and branding in respect to the opinions of the employees of the Malaysian companies.
Objective 2: To critically analyze the factors affecting the use of social media for enhancing
global branding
This objective is linked with literature review section 2.4, as this section sheds light on
the four factors those have an impact of effective social media use. These sections also compares
and contrasts the opinions of different authors for determining the impact on the independent
variable, social media and the dependent variable, global branding. The entire survey
questionnaire is developed with the purpose of understanding social media and branding in
respect to the opinions of the employees of the Malaysian companies.
Objective 3: To assess the relationship between social media use and global branding for
Malaysian companies
This section is linked with literature review sections 2.9 and 2.10, as both these sections
talks about the need of successful branding for companies at global platform and how social

51DISSERTATION
media is helping in successful global branding. The entire survey questionnaire is developed with
the purpose of understanding social media and branding in respect to the opinions of the
employees of the Malaysian companies.
Objective 4: To investigate the necessity of improving global branding by social media use
This section is linked with literature review section 2.6 that talks about the different
challenges those occur when social media is used for global branding. The opinions from past
authors are mentioned that allows determining the benefits and the challenges. The entire survey
questionnaire is developed with the purpose of understanding social media and branding in
respect to the opinions of the employees of the Malaysian companies.
Objective 5: To provide suitable recommendations for enhancing global branding by using
social media
This section is linked with literature review section 2.10, as the section talks about the
role played by social media in improving social media use. The section below lists the suitable
recommendations those can be used for overcoming the challenges accordingly.
6.2 Recommendations
Based on the issues identified, the suitable recommendations for improving branding
using social media are listed below:
Having technologically skilled workforce
Technological changes and advancements are regular and evident and to withstand the
change, brands and companies need to have skilled workforce. This will provide opportunity for
the companies to use the social media more effectively in branding them at the global platform.

52DISSERTATION
Using a single channel
The companies need to select the most appropriate social media channel based on the
target audiences when it comes to branding them globally. Focusing on the single channel will
derive better results because the employees can put in better concentration in using the single
channel to the maximum potential.
Well-balanced communication
Communication is the key to successful branding and considering global branding, the
companies need to ensure that the consumers are attended and kept engaged continuously by
ensuring well-balanced communication. This will help in creating brand trust, awareness and
recognition in the global platform.
6.3 Future scope of the study
The current study is based on the opinions and views of the employees of the Malaysian
companies in terms of social media use and branding. The Malaysian companies belonged to
different sectors and hence, in the future research can be conducted by selecting a specific
company of a specific Malaysian sector. Focusing on a particular Malaysian company will help
in understanding how effectively and deeply business organizations use social media in
strengthening the global presence of their brand. Additionally, focusing on a specific Malaysian
company and collecting data from the employees will also help in identifying the challenges
those come across while using social media for global branding purpose and how the companies
work towards overcoming them by effective use of technological development with the purpose
of global connectivity and competitive advantage.

53DISSERTATION
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Appendix 1
Survey questionnaire
Demographic questions
Please specify your gender
Male Female Others
Please specify your age group
20-30 years 31-40 years 41-50 years 51 years and above
How long have you been employed?
2-7 years 8-12 years 13-15 years 16 years and above
Which sector do you work in Malaysia?
Hospitality sector Healthcare sector Retail sector Construction
sector
Objective questions
Convenience Questions SA A N D SD
C1 Physical presence is not needed with social
media
C2 Information can be accessed according to
convenience

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C3 Time and location does not matter when it
comes to branding using social media
Cost and
time
effectiveness
Questions SA A N D SD
CT1 With social media, companies are able to
save cost significantly
CT2 Time is also saved when branding is done by
using social media platforms
CT3 The virtual nature of social media makes it
cost effective
Connectivity
and
interaction
Questions SA A N D SD
CI1 Global connectivity is possible with social
media branding
CI2 24*7 interaction is possible when branding is
done using social media channels
CI3 Social media provide opportunity to inform
the world population about their latest

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happenings instantly
Technological
advancements
Questions SA A N D SD
T1 Technological development facilitated social
media use for branding
T2 The gap between the companies and the
target audiences is minimized due to
technological development
T3 Using social media for branding creates a
unique image in the eye of the target
consumers
Objective questions on branding
Branding Questions SA A N D SD
B1 The quality of the products and services
enhance branding of the companies
B2 Social media use helps in successful brand
positioning
B3 Social media helps in well balanced
communication between the brands and the
target audiences

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B4 Branding is effective with social media use
because awareness is created more
effectively