FACTORS INFLUENCING THE ADOPTION OF SOCIAL MEDIA IN SMALL AND MEDIUM ENTERPRISES (SMES)

Year 2017, Volume: 3 Issue: 8, 338 - 348, 31.08.2017

Amiruddin Ahamat Muhamad Sham Shahkat Ali Norfaziela Hamid

https://doi.org/10.18769/ijasos.336544

Cited By: 5

Abstract

Small and Medium Enterprises (SMEs)
industry has developed rapidly and it has become one of the major contributors
to the Malaysian economy. This research is focused on the food and beverage
industry at Halal SMEs which were developed to become export-ready so that they
will gradually become a global player. Social media can be described as a newly
emerging phenomenon in which it has evolved the business operating environment
in Malaysia. Additionally, social media allows businesses to communicate
speedily and cheaply with customers. It is also a medium to build a strong
customer and public relationship, market development and to gain information
that can be used to generate business leads that may increase sales and thus
grows the Halal SMEs. This research will also focus on the factors influencing
the adoption of social media in Halal SMEs. The social media adoption models
were developed from the theory of Technology Acceptance Model (TAM) by
including the perceived usefulness, perceived ease of use and perceived trust.
The survey method was chosen in order to prove the factors influencing the
adoption of social media among Halal SMEs. The result showed that all the three
variables (perceived usefulness, perceived ease of use and perceived trust) in
this study have their relationship with the dependent variables (adoption of
social media).  From the regression
analysis result, perceived usefulness is the highest factor that influences the
adoption of social media in food and beverage industry at Halal SMEs.

Keywords

Small and Medium Enterprises (SMEs), halal, food and beverage industry, social media, Technology Acceptance Model (TAM)

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