ADOPTION OF SOCIAL MEDIA MARKETING AMONG AGROPRENEURS IN PENINSULAR MALAYSIA

Abstract

Social media has become one of the main platforms for businesses around the world to markettheir products or services. However, some entrepreneurs still feel doubtful whether social mediamarketing is effective enough compared to the traditional marketing on seeking attention fromtheir targeted audience based on the different generation. Besides, people still think that socialmedia is used as the medium for people around the world to socialize with everyone instead ofmarketing their product or services, especially agro-based products. Entrepreneurs also did not usesocial media marketing because they do not have the sufficient knowledge on how to fully utilizethe social media to market their product. This will hinder them from using social media marketingin their business because they might need more time and assistance to learn how to employ socialmedia marketing. Thus, the main objective of this study is to investigate the adoption of socialmedia marketing among agropreneurs in Peninsular Malaysia. Primary data was collected usingstructured questionnaire via online survey. The questionnaire have been distributed through socialmedia platforms and e-mailed to the targeted respondents using purposive sampling method. Atotal of 113 respondents from 12 states in Peninsular Malaysia was successfully participated inthis study. Data collected was analyzed using descriptive analysis, chi-square analysis and factoranalysis. The results of this study indicated that the adoption level of social media marketingamong agropreneurs in Peninsular Malaysia is on the medium high level and the highest socialmedia platform adopted is Facebook. Besides that, the results of chi-square analysis showed thatrespondent’s demographic and business profile including gender, age, education level and typesof agro-based business operated has an association with the adoption of social media marketingamong agropreneurs. The results of factor analysis discovered four factors that influencingadoption of social media marketing among agropreneurs namely; perceived usefulness, socialinfluence, perceived ease of use and facilitating conditions. Hence, entrepreneurs that alreadyadopted social media marketing should cooperate and create an association of online agropreneursto encourage other entrepreneurs so that they start adopting social media marketing.