Plenary Lecture

Perceptions of E- Marketing, Social Media, Individuals and Purchase Intention - What Can We Learn From Research?

Associate Professor Norshidah Mohamed
Co-author: Sahar Mobasheri
International Business School
Universiti Teknologi

Abstract: Social media began as a tool for people to communicate, engage socially and play. Although the enthusiasm in social media initially began with the younger age group, the interest has expanded to others as well. In the last two or three years, the role of social media has given rise to social commerce phenomenon. It has been pervasively associated as electronic marketing (e-marketing).Besides, it has been regarded as a powerful tool to enhance brand presence. Examples of social media presence at Websites include “visit us on Facebook” or “Follow us on Twitter”.In the next five years, retailers may expect further explosive growth of social media contributed through users’ use and view.
Given the notion that social media has been the subject of much zeal to both researchers and practitioners, the research undertakes to examine the contexts of e-marketing perceptions and individuals’ characteristicsin the context of social media.This in turn clarifies the e-marketing perceptions and aspects of individuals’ characteristics. Built on prior literature, the present research proposed, developed, tested and validated a theoretical model to explain purchase intention at social media. The results and implications for researchers and practice will be further discussed during the plenary lecture.

Brief Biography of the Speaker: Dr. Norshidah Mohamed is Associate Professor of Management Information Systems and Information Technology Manager at the International Business School UniversitiTeknologi Malaysia. Prior to joining the academia, she spent more than 10 years in financial and information technology industries.Throughout the span of her career in the industries, she has worked with local, multinational and foreign organizations in several information systems consulting projects that covers a wide spectrum: Business Process Improvement, Business Process Re-engineering, Information Technology Security, Strategic Information Technology Planning, feasibility studies in privatization of information technology functions, facilitation of decision in total outsourcing of information technology functions, prototype development, chartering the change management course and implementation of application development process for MS ISO 9001, implementation of knowledge management systems, investment systems and functional systems, executive information systems and information technology post-implementation review and assessment.
Dr. Norshidah has published more than 50 papers in local and international journals and conferences. This includes in Computers in Human Behavior, Information Management and Computer Security, Campus-Wide Information Systems, Journal of Information Technology Research, NAUN’s International Journal of Mathematics and Computers in Simulation, Transforming Government, People, Process and Policy, Business Process Management Journal and International Journal of Electronic Government Research. Her research has continuously attracted funding. She is also the recipient of local and international awards. Dr. Norshidah holds Doctor of Philosophy in Management Information Systems from the International Islamic University Malaysia, Master of Business Administration from Ohio University (USA), Bachelor of Science in Mathematics from University of Utah (USA) and Graduate Certificate in Management Consultancy from the Institute of Management Consultants Singapore.

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