The Adoption of Social Media as Marketing Tools

Monica Ason, Mohammad Almunawar, Siti Jaman, Nurin Damit, Nurul Ishak, Mimi Tamin, Korachal Tangphadungrutch

OAI: oai:igi-global.com:246807 • DOI: 10.4018/IJABIM.2020040103

The rapid adoption of social media in business is becoming more evident over the years. Most businesses view social media as a chance to build two-way communication with customers and to create unique marketing communication tools. Nonetheless, research on social media adoption, particularly, in the case of small and medium-sized enterprises (SMEs) is still limited. In Brunei Darussalam, SMEs are regarded as a key player in industrial development. Thus, the objectives of this study are to investigate the factors that mainly drive social media adoption among the SMEs in Brunei, to determine the types of social media platforms that they used as well as to examine the potential benefits and challenges of adopting it. The researchers administered online questionnaires to 57 CEO or managers of local SMEs. Based on the empirical findings of this research, technological factors, ease of use and perceived benefits, are the prominent drivers for social media adoption among SMEs in Brunei.

Global Business Business and Management Global Business