The Social Sciences

Year: 2016
Volume: 11
Issue: 21
Page No. 5139 - 5144

Applying Technology Organization and Environment (TOE) Model in Social Media Marketing Adoption: The Case of Small and Medium Enterprises in Kelantan, Malaysia

Authors : Noor Fadhiha Mokhtar, Zuha Rosufila Abu Hasan and Mohammad Abi Sofian Abdul Halim

Abstract: In this study, Technology Organization and Environment (TOE) Model by Tornatzky and Fleischer is used as part of the theoretical framework. The aim of this study is to identify the factors that influence social media marketing adoption by the Small and Medium Enterprises (SMEs) in Kelantan, Malaysia. Data are collected through in-depth interviews with the SMEs in Kelantan, Malaysia. The findings indicate that technology organization and environment factors significantly influence on social media marketing adoption by the SMEs in Kelantan, Malaysia. Most participants highlighted that the ICT infrastructure requires improvements particularly in terms of Internet speed and coverage areas. The sample size only represents the views of the SMEs in Kelantan and does not cover the overall views of the SMEs in Malaysia. The study could be strengthened by increasing the sample size and including participants from other geographical areas. This study contributes to and extends our understanding of the factors of social media marketing adoption by the SMEs in Kelantan, Malaysia. A new trend of marketing through social media creates opportunities for the SMEs to expand their businesses and the government agencies could take the initiative to encourage more people to become online entrepreneurs in Malaysia.

How to cite this article:

Noor Fadhiha Mokhtar, Zuha Rosufila Abu Hasan and Mohammad Abi Sofian Abdul Halim, 2016. Applying Technology Organization and Environment (TOE) Model in Social Media Marketing Adoption: The Case of Small and Medium Enterprises in Kelantan, Malaysia. The Social Sciences, 11: 5139-5144.

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