Skip to main content
padlock icon - secure page this page is secure

Persuasion, Consumer Engagement, and Performance of Malaysian Manufacturing Enterprises

Buy Article:

$106.34 + tax (Refund Policy)

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.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

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

More about this publication?
  • 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.
  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more