Persuasion, Consumer Engagement, and Performance of Malaysian Manufacturing Enterprises
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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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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