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www.sciencedirect.com](Available online at www.sciencedirect.com)  \nScienceDirect  \nProcedia-Social and Behavioral Sciences 172 (2015) 262 – 269  \nGlobal Conference on Business & Social Science-2014, GCBSS-2014, 15th & 16th December,  \nKuala Lumpur  \nStrategic Use of Social Media for Small Business Based on the  \nAIDA Model  \nShahizan Hassana*, Siti Zaleha Ahmad Nadzimb, Norshuhada Shiratuddinc  \naOthman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Sintok, Kedah Darul Aman, 06010, Malaysia bCollege of Business, Universiti Utara Malaysia, Sintok, Kedah Darul Aman, 06010, Malaysia cSchool of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Kedah Darul Aman, 06010, Malaysia  \nAbstract  \nThis study proposes a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown. The focus group discussion was used for data gathering involving twenty two small business entrepreneurs. The finding shows that the model can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.  \n© 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license ([http://creativecommons.org/licenses/by-nc-nd/4.0/](http://creativecommons.org/licenses/by-nc-nd/4.0/)).  \nPeer-review under responsibility of GLTR International Sdn. Berhad.  \nKeywords: Social media, social media marketing, AIDA model, social media strategy.  \n1. Introduction  \nDue to its popularity and widespread use, social media has been seen as a new platform which can be used as a competitive marketing weapon by business firms. Nonetheless, to what extent the use of social media as a marketing strategy is effective remains unclear. Studies on the impact of social media as a marketing tool for small business are also scarce. It is also generally known among marketing scholars and practitioners that the Attention, Interest, Desire, and Action (AIDA) model has been applied widely in marketing activities either based on traditional methods or online. However, its applicability in the context of strategic use of social media remains unknown and certainly  \n* Corresponding author. Tel.: +6-019-4884-666; fax: +6-04-928-7160.  \nE-mail address: [shahizan@uum.edu.my](shahizan@uum.edu.my)  \n1877-0428 © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license ([http://creativecommons.org/licenses/by-nc-nd/4.0/](http://creativecommons.org/licenses/by-nc-nd/4.0/)).  \nPeer-review under responsibility of GLTR International Sdn. Berhad.  \ndoi:10.1016/j.sbspro.2015.01.363  \nShahizan Hassan et al. / Procedia-Social and Behavioral Sciences 172 (2015) 262 – 269 263  \nrequires extensive research. This paper presents a study which investigates how social media can be used strategically as a marketing tool for small business based on the AIDA model. The study was conducted on selected samples of small businesses in Malaysia.  \n1.1 Background and motivation of Study  \nThe use of social media as a marketing tool is not a new phenomenon in Malaysia. Most large business organizations in Malaysia have been using social media as a marketing tool (Shahizan et al., 2012) . However, the use of social media among Small Medium Enterprises (SMEs) in Malaysia is still low with a percentage of less than 20% of the SME sector (Shahizan et al., 2012) . Nonetheless, SMEs are the backbone of Malaysia’s economy. In addition to their contribution to GDP, SMEs also contribute in terms of providing jobs to the community. In 2012, for example, SMEs accounted for 32.7% of GDP and provided a total of 4,854,142 job opportunities in","cbCaivpVCKgM0hPm","https://ap.wps.com/l/cbCaivpVCKgM0hPm","pdf",439416,"English","# Introduction\n## Background and motivation of Study\n## Research gap","[{\"question\":\"What marketing strategy does the study propose for small businesses?\",\"answer\":\"The study proposes using social media as a marketing tool through the Attention, Interest, Desire, and Action (AIDA) model.\"},{\"question\":\"How was the study data gathered?\",\"answer\":\"Data were gathered using focus group discussion involving twenty-two small business entrepreneurs.\"},{\"question\":\"What does the study conclude about the AIDA model for social media?\",\"answer\":\"The findings show the AIDA model can be applied to strategize social media use for marketing purposes.\"}]","Strategic Use of Social Media for Small Business Based on the AIDA Model | PDF",1789872017]