EXAMINING SOCIAL MEDIA MARKETING AND BRAND ENGAGEMENT AMONG PRE-SCHOOL PARENTS IN MALAYSIA

ABSTRACT

The study aims to determine social media marketing that influences brand engagement among parents of preschoolers’ children. The study specifically examines the influences of entertainment, interaction, customization, trendiness, and electronic word of mouth (eWOM) on brand engagement. The research methodology adopted is a quantitative approach and a descriptive cross-sectional research design. The participants of this study were drawn from millennial preschoolers’ parents from the District of Petaling, Malaysia. 200 respondents were included in the study via convenience sampling. The measurement was a structured questionnaire that was adopted from previous research. The results revealed that there are two independent variables customization and interaction are having a significant relationship with brand engagement among parents of preschoolers’ children. There are three independent variables entertainment, trendiness and electronic word of mouth are not having a significant relationship with brand engagement among parents of preschoolers’ children. Pre-schools can be guided by the findings of this study to enhance brand engagement among parents and thus improve their enrollment numbers.