THE ELEMENTS OF INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) IN MARKETING ACTIVITIES OF FITNESS SERVICE PROVIDER AND ITS RELATIONSHIP WITH THE BRAND AWARENESS

Abstract

The use information and communication technology (ICT) as a medium for the brand’s marketing activities has becoming a global trend nowadays. The study will look at the relationship between the elements of implication of ICT in brand’s marketing activities fitness service provider to influence the user’s acceptance of the brand. Further, it also tries to identify the popular ICT platforms among the members. This study also examines the relationship between perceived usage and characteristics with the level of brand awareness among the members in the fitness service organization. This study will be using Media Richness Theory (MRT) as a basis of the research variables looking at the relationship in the ICT platforms implementation with the level of brand awareness.  A quantitative method is used in gathering the data where 351 of questionnaire been distributed to the members in Klang Valley. The questionnaires was distributed physically and through online by emailing it to the members. Convenient sampling is been used as the sampling technique in this study. The findings revealed there is a relationship between the perceived usage, characteristics, information richness and message strength with the level of brand awareness through the Pearson’s Correlation Coefficient test. From the findings, it can be concluded that in this industry, constant monitoring is fundamental in the development of ICT technology so that they can bring their brand closer with the members to ensure the brand always relevant in the member’s mind.