Brand co-creation: revitalising Bumiputera-owned SMEs post-COVID-19

Charlie Albert Lasuin and Azizah Omar Brand co-creation: revitalising Bumiputera-owned SMEs post-COVID-19.

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Abstract

Undoubtedly, COVID-19 pandemic has changed the global micro and macro environment, causing misery and large-scale loss of human life, spreading fear of uncertainty as well as severe disruptions among smaller operating margins especially small and medium enterprises (SMEs). International and local lockdown including the effective suspension of social and commercial activity across the nations has enormously affects SMEs, particularly Bumiputera-owned SMEs. Therefore, they experience lost in revenues, profits and retrenchment as they need to curtailed or temporarily closed their businesses activity. While being immensely facing the great challenging time amidst the pandemic, the situation nurtures Bumiputera-owned SMEs the emergence of great creativity, innovation and improvisation through social commerce. Social media creates window of opportunity for promotional activity and selling their products to their customers using online method. Due to customers’ pain and difficulties in getting out to the business premises or securing a delivery slot, social media is another way for Bumiputera-owned SMEs to promote their brands through co-creation with their customers. This conceptual paper will discuss the importance of co-creation of brand between Bumiputera-owned SMEs and their customers by using social media as a platform of communication in revitalising their company post-COVID-19.

Item Type: Proceedings
Uncontrolled Keywords: Brand Co-creation , Social media , Bumiputera-owned SMEs , COVID-19 , Sabah
Subjects: ?? HD66-662_Work_groups ??
H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: DG MASNIAH AHMAD -
Date Deposited: 02 Jun 2021 09:43
Last Modified: 02 Jun 2021 09:43
URI: http://eprints.ums.edu.my/id/eprint/27087

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