Factors that affect social media adoption among SMEs in Pahang

Tan, Zi Yin (2023) Factors that affect social media adoption among SMEs in Pahang. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) Factors that affect social media adoption among SMEs in Pahang.pdf - Submitted Version Download (333kB)
	Text (Full text) Factors that affect social media adoption among SMEs in Pahang.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

Today's modern societies rely heavily on social media platforms anytime or anywhere. Even social media may get benefit for the business but SMEs are still unwilling to adopt social media. The managers of SMEs do not support the social media technology adoption due to them not being ready and the risk it poses, lack of understanding about the advantage to use social media technology, lack of human resources and insufficient technical infrastructure. The research focus to determine the factors that affect social media adoption among SMEs in Pahang by including independent variables of perceived ease to use, perceived usefulness, compatibility, relative advantage and perceived security. In this research, the researcher used quantitative method by selecting 300 respondents as a sample to answer the survey through Google Form. The data is analysed by using SPSS Software version 27. The expected of this result is four of the independent variables are positively affecting social media adoption among SMEs in Pahang such as perceived ease to use, perceived usefulness, compatibility and relative advantage while only one of the dependent variables is negative affecting in the research. The most significance independent variable is relative advantage. The limitation and recommendation have showed in the research. This result use to encourage that SMEs take more action and attention to improve awareness of the social media adoption for their businesses.

Actions (login required)

View Item