EconPapers    
Economics at your fingertips  
 

Utilisation of Social Media by Micro, Small and Medium Enterprises in Brunei Darussalam

Nasshata Fatiha A. Hashim, Siti Kamaliah Alek, Khairunnisa Nurasikin Asmali, Rafidah Rosli, Nurliyana Amalina R. A. Halim and Mohammad Nabil Almunawar
Additional contact information
Nasshata Fatiha A. Hashim: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam
Siti Kamaliah Alek: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam
Khairunnisa Nurasikin Asmali: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam
Rafidah Rosli: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam
Nurliyana Amalina R. A. Halim: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam
Mohammad Nabil Almunawar: School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam

International Review of Management and Marketing, 2021, vol. 11, issue 1, 8-20

Abstract: Social media has increasingly become the new platform for conducting business activities, especially amongst Micro, Small and Medium Enterprises (MSMEs) on account of its practicality, relatively low costs, accessibility, and flexibility. Social media has transformed the business-to-customer relationship with regards to the empowerment of both sides of the relationship through increased participation, interaction, communication and most importantly, the control of information. This paper focuses on two social media platforms, namely Instagram and Facebook, in identifying the factors that promote the usage of social media by MSMEs in doing business activities. Based on the four objectives and hypotheses proposed in this study, an electronic questionnaire was conducted to find out how the effectiveness and interactivity factors significantly influence the use of social media and how social media will contribute to organisational performance and thus serve as competitive advantages for MSMEs in the context of Brunei Darussalam.

Keywords: MSMEs; Social Media; Interactivity; Effectiveness; Organisational Performance; Competitive Advantage (search for similar items in EconPapers)
JEL-codes: D91 L2 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/10906/pdf (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/10906/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2021-01-2

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().

 
Page updated 2021-02-27
Handle: RePEc:eco:journ3:2021-01-2