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Investigating Social Media Marketing Adoption Among Homestay Operators in Malaysia
Abstract
Social media marketing has appeared as a crucial tool for businesses to promote products and services. In the case of SMEs in Malaysia, the adoption of social media marketing remains low, particularly among homestay operators. This study investigated the factors that influence homestay operators in Malaysia to adopt social media marketing. Using a cross-sectional research design, a self-administered questionnaire was employed to collect responses from 208 homestay operators in Selangor, Negeri Sembilan, Melaka, and Johor. The results revealed that customer pressure and preference, as well as competitive pressure have a significant impact in influencing homestay operators to adopt social media marketing compared to perceived cost and digital skills. This study provides valuable insights to the authorities to understand social media marketing adoption among SMEs in Malaysia. Undeniably, it is a business strategy for SMEs to employ new technologies that provide extensive and effective connectivity at low cost.
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