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Persuasion, Consumer Engagement, and Performance of Malaysian Manufacturing Enterprises

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This study focused on examining the effect of innovation persuasion (i.e., relative advantage, compatibility, complexity, trialability, and observability) on consumer engagement and enterprise performance in Peninsular Malaysia. This study used a cross-sectional design and complete data was collected from 360 randomly selected manufacturing enterprises through a structured interview. Findings of this study indicated that relative advantage, complexity, and observability have a significant positive effect on the level of consumer engagement. Findings also highlighted that consumer engagement has a significant positive effect on the performance of manufacturing enterprises in Peninsular Malaysia. This study has provided several insights on the adoption of innovative consumer engagement methods by manufacturing enterprises. Manufacturing enterprises should therefore focus on designing an innovative consumer engagement system, which would ultimately improve financial performance.
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Keywords: Compatibility; Complexity; Micro-Enterprise; Observability; Performance; Relative Advantage; Trialability

Document Type: Research Article

Affiliations: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu, Malaysia

Publication date: April 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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