SOCIAL MEDIA ACCEPTANCE FACTOR IN MARKETING AMONG SMALL MEDIUM ENTERPRISES (SME) IN LABUAN

Azleena Nordin; Suddin Lada

doi:10.51200/jaaab.v0i0.2015

Authors

Azleena Nordin Fakulti Kewangan Antabangsa Labuan, Universiti Malaysia Sabah, Kampus Labuan, Malaysia
Suddin Lada Fakulti Kewangan Antabangsa Labuan, Universiti Malaysia Sabah, Kampus Labuan, Malaysia

DOI:

https://doi.org/10.51200/jaaab.v0i0.2015

Keywords:

penerimaan media sosial, ciri â€“ciri inovasi, ciri-ciri penerimaan dan pengaruh persekitaran

Abstract

In the era of globalisation and liberalisation, information technology and communication seem to be the most cost-effective method to help a company obtained a much bigger market as well as to increase its ability to compete with bigger companies. However, their incapability and inability to optimise their facilities and advantages in marketing through social media makes the Small Medium Enterprises (SMEs) lose their competitiveness in the market. The low level of acceptance and usage of social media is seen as the source towards this problem. As the result, through the “mixed method”, this research tries to explore the internal and external factors in depth that influence the acceptance of social media as a marketing channel strategy among SMEs in Malaysia specifically in Labuan FT. The result of this research proves that the factors related to the characteristics of acceptance and environmental factors have a significant influence while factors related to characteristics of innovation did not have significant influence towards acceptance of social media in marketing among SMEs. In addition, it is proven that the factors related to the characteristics of acceptance were the strongest factor influencing the acceptance of social media among SMEs in Labuan. Conclusion and suggestions for future research are discussed.

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