Factors that influence social media marketing adoption among Muslim SMES at Malacca City / Dayana Mohd Ramli and Nur Hafifah Mohd Hamzah

Mohd Ramli, Dayana and Mohd Hamzah, Nur Hafifah (2016) Factors that influence social media marketing adoption among Muslim SMES at Malacca City / Dayana Mohd Ramli and Nur Hafifah Mohd Hamzah. Student Project. Faculty of Business Management, Bandaraya Melaka, Melaka. (Unpublished)

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Abstract

Applications such as social media in the business environment have profound profit implications. Large companies around the globe have invested much of their resources to incorporate social media applications as an important marketing tool to reach their customers. Cost reduction, increase capability, communication improvement and customer service improvement are among the benefits perceived by these companies. However, the practice of web-based marketing among small and medium enterprises (SMEs) in Malaysia is still in its infancy. This study intends to investigate the factors that influence social media marketing adoption among Muslim SMEs at Malacca City. Therefore, there are four determining factors which are security, ease of use, management’s attitude and general knowledge constitute the central focus of the theoretical framework in this study. A quantitative survey was developed to gather data from 78 Muslim SMEs employees in Malacca Tengah in relation to factors that would influence social media marketing adoption among Muslim SMEs. Findings from this study revealed that the proposed framework could be used to understand the factors influencing social media marketing adoption by Muslim SMEs in Malacca City.

Item Type: Monograph (Student Project)
Uncontrolled Keywords: Social media marketing adoption; Security; Ease of use; Management’s attitude; General knowledge
Subjects: H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business Management
Depositing User: Admin Pendigitan 2 PTAR
Date Deposited: 27 Sep 2016 01:04
Last Modified: 27 Sep 2016 01:04
URI: http://ir.uitm.edu.my/id/eprint/14760

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