Cover Image

Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad

Social media marketing has become a vital tool for businesses to promote their products and services, yet its adoption among SMEs in Malaysia, particularly homestay operators, remains limited. This study examines the factors affecting the adoption of social media marketing by homestay operators in M...

Full description

Saved in:
Bibliographic Details
Main Author: Mohamad, Noraihan
Format: Article
Language:English
Published: UiTM Press 2024
Subjects:
Homestay
Social networks
Online Access:https://ir.uitm.edu.my/id/eprint/107294/1/107294.pdf
https://ir.uitm.edu.my/id/eprint/107294/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uitm.ir.107294
record_format eprints
spelling my.uitm.ir.1072942024-12-05T07:53:36Z https://ir.uitm.edu.my/id/eprint/107294/ Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad smrj Mohamad, Noraihan Homestay Social networks Social media marketing has become a vital tool for businesses to promote their products and services, yet its adoption among SMEs in Malaysia, particularly homestay operators, remains limited. This study examines the factors affecting the adoption of social media marketing by homestay operators in Malaysia. Based on a cross-sectional research design, data were collected from 208 operators in Selangor, Negeri Sembilan, Melaka, and Johor via a self-administered questionnaire. Structural Equation Modelling identified that customer pressure and preference, as well as competitive pressure, significantly influence the adoption of social media marketing. In contrast, perceived cost and digital skills were found to have a lesser impact. These results offer valuable insights for policymakers to understand adoption trends among Malaysian SMEs. Social media marketing presents a costeffective strategy for SMEs, providing extensive connectivity and interaction capabilities. The study underscores SMEs’ need to embrace new technologies to enhance their marketing strategies and improve business outcomes. UiTM Press 2024-11 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/107294/1/107294.pdf Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad. (2024) Social and Management Research Journal (SMRJ) <https://ir.uitm.edu.my/view/publication/Social_and_Management_Research_Journal_=28SMRJ=29/>, 21 (2): 6. pp. 65-78. ISSN 0128-1089
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Homestay
Social networks
spellingShingle Homestay
Social networks
Mohamad, Noraihan
Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
description Social media marketing has become a vital tool for businesses to promote their products and services, yet its adoption among SMEs in Malaysia, particularly homestay operators, remains limited. This study examines the factors affecting the adoption of social media marketing by homestay operators in Malaysia. Based on a cross-sectional research design, data were collected from 208 operators in Selangor, Negeri Sembilan, Melaka, and Johor via a self-administered questionnaire. Structural Equation Modelling identified that customer pressure and preference, as well as competitive pressure, significantly influence the adoption of social media marketing. In contrast, perceived cost and digital skills were found to have a lesser impact. These results offer valuable insights for policymakers to understand adoption trends among Malaysian SMEs. Social media marketing presents a costeffective strategy for SMEs, providing extensive connectivity and interaction capabilities. The study underscores SMEs’ need to embrace new technologies to enhance their marketing strategies and improve business outcomes.
format Article
author Mohamad, Noraihan
author_facet Mohamad, Noraihan
author_sort Mohamad, Noraihan
title Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
title_short Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
title_full Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
title_fullStr Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
title_full_unstemmed Social media marketing adoption: Is it important for homestay operators in Malaysia? / Noraihan Mohamad
title_sort social media marketing adoption: is it important for homestay operators in malaysia? / noraihan mohamad
publisher UiTM Press
publishDate 2024
url https://ir.uitm.edu.my/id/eprint/107294/1/107294.pdf
https://ir.uitm.edu.my/id/eprint/107294/
_version_ 1817847403847352320
score 13.222552

Similar Items