 Instagram marketing: understanding the adoption factors for small and medium enterprisesZuraini Harun and Farzana Parveen Tajudeen International Journal of Internet Marketing and Advertising, 2021, vol. 15, issue 5/6, 527-549 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. Keywords: Instagram; social media; small and medium enterprises; SMEs; marketing; business; advertising; low cost; Malaysia; technology, organisation and environment; TOE; benefits. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:527-549 Access Statistics for this article More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.