Abstract
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.
Highlights
The Internet and its related technologies have evolved and consumers tend to search for information regarding products or services, company’s background as well as reviews from other consumers through social media
The alpha (α) of items measuring for social media adoption (SMA), social media knowledge (SMK), ease of use (EU), perceived benefits (PB) and CU, CM and Social media adoption
Perceived benefits The extent to which believes that using a social media would have benefits and advantages. (Mehrtens et al, 2001)
Summary
The Internet and its related technologies have evolved and consumers tend to search for information regarding products or services, company’s background as well as reviews from other consumers through social media. This cause the use of social media to be recognised as part of business strategy and marketing in attracting the target group of customers. A survey conducted by Authority for Info-communications Technology Industry (AITI) (2016) found that 52% of the respondents are using social media for online shopping This social media trends can be exploited by companies to reach many audiences quickly. It is considered as a fast approach in tailoring strategy to meet business objectives compared to traditional marketing
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