Harun, Z. and Tajudeen, Farzana Parveen (2021) Instagram marketing: Understanding the adoption factors for small and medium enterprises. International Journal of Internet Marketing and Advertising, 15 (5-6). pp. 527-549. ISSN 14775212, DOI https://doi.org/10.1504/IJIMA.2021.118266.
Full text not available from this repository.Abstract
The emergence of social media has changed traditional marketing approaches which need to be reviewed to accommodate today’s world. This includes small and medium enterprises (SMEs) which tend to have limited marketing and advertising budgets. In line with this, Instagram is a perfect alternative marketing channel because it is effective and low costing. Taking into account the immense potential of Instagram for businesses, this study examines the factors that influence the SMEs intention to adopt Instagram as a marketing channel. A survey of 154 SME companies in Malaysia was conducted. The theoretical framework used was based on the technology, organisation and environment (TOE) framework. The outcome of this study helps marketing managers and organisations’ top management to better understand the potential of Instagram as a marketing channel, and the factors that need to be considered for its adoption. Copyright © 2021 Inderscience Enterprises Ltd.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Advertising; Benefits; Business; Instagram; Low cost; Malaysia; Marketing; Small and medium enterprises; SMEs; Social media; Technology organisation and environment; TOE |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > Business H Social Sciences > HF Commerce > Business > Marketing. Distribution of products H Social Sciences > HF Commerce > Business > Advertising |
| Divisions: | Faculty of Business and Economics Faculty of Business and Economics > Dept of Operations and Management Information Systems |
| Depositing User: | Ms Zaharah Ramly |
| Date Deposited: | 27 Nov 2023 05:56 |
| Last Modified: | 29 Nov 2023 03:49 |
| URI: | http://eprints.um.edu.my/id/eprint/35793 |
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