Technological Factor and Social Media Marketing Adoption Among SMEs in Kelantan

Muhammad Faizal Samat, Mohd Nor Hakimin Yusoff, Mohamad Ismail, Norazlan Annual, Mazlina Mamat

2017

Abstract

Social media becomes popular among Internet applications due to increasing numbers of users’ presence online. However, past studies showed the use of social media as marketing tool in SMEs is still in its infancy due to their lack of knowledge and technical skills about technology adoption. This study was conducted Social media becomes popular among Internet applications due to increasing numbers of users’ presence to identify the technological factors (compatibility, cost effectiveness and interactivity) that lead to the adoption of social media marketing among SMEs. Theoretical framework of this study was derived from Unified Theory of Acceptance and Use of Technology (UTAUT) that figure out whether the user were able to adopt the new technologies. The study was carried out in Kelantan using 134 respondents and analysed using SPSS version 22.0. Overall, the study provides supportive evidence on the factors influencing social media marketing adoption and the results could help businesses to formulate better strategy in order to implement the social media marketing.

Paper Citation

in Harvard Style

Faizal Samat M., Nor Hakimin Yusoff M., Ismail M., Annual N. and Mamat M. (2017). Technological Factor and Social Media Marketing Adoption Among SMEs in Kelantan.In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE, ISBN 978-989-758-308-7, pages 456-461. DOI: 10.5220/0006887904560461

in Bibtex Style

@conference{iceee17,
author={Muhammad Faizal Samat and Mohd Nor Hakimin Yusoff and Mohamad Ismail and Norazlan Annual and Mazlina Mamat},
title={Technological Factor and Social Media Marketing Adoption Among SMEs in Kelantan},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,},
year={2017},
pages={456-461},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006887904560461},
isbn={978-989-758-308-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,
TI - Technological Factor and Social Media Marketing Adoption Among SMEs in Kelantan
SN - 978-989-758-308-7
AU - Faizal Samat M.
AU - Nor Hakimin Yusoff M.
AU - Ismail M.
AU - Annual N.
AU - Mamat M.
PY - 2017
SP - 456
EP - 461
DO - 10.5220/0006887904560461