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

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.