The motivation to adopt social media marketing among small online business in Melaka

Marzuki, Farzana (2023) The motivation to adopt social media marketing among small online business in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social Media Marketing or SMM is a type of internet marketing that uses social media applications as a marketing strategy. These social media platforms allow companies to engage with their target audience in order to create a brand, enhance sales and generate traffic to websites. Business trends for this era are changing where adoption for social media marketing were taken into consideration. This research aims to identify the motivation to adopt social media marketing among small online business in Malacca. Five variables namely performance expectancy, social influence, facilitating condition, propensity to share information and viral marketing expectancy will be measured to study the motivation to adopt social media marketing among small online business by using Unified Theory of Acceptance and Use of Technology (UTAUT). This study used a quantitative method in which the researcher distributed a questionnaire where there are 306 usable respondents. Then the data were analysed using SPSS version 27.0 for testing the pilot test and actual survey. The results contribute to the understanding of small business’ digital marketing behaviour by finding support for the idea that the technological benefits may not be the only motivators for small business owner or managers who undertake digital marketing. Through this study, the researcher able to provide new knowledge to business owners in understanding the factors that influence small online business to adopt social media marketing. Therefore, the study has important implications to the small online business that using social media marketing helps companies to increase a small business’s awareness to grow steadily through social media advertising.

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