The Utilization of Social Media by Small and Medium Food Vendors in Brunei Darussalam

Meryeme Bouargan, Rabi'atul Adawiyah Haji Abd Halim, Nuruljannah Haji Husaini, Nor Azeem Jusniah, Nur Hazwani Masturah Haji Ahmad and Mohammad Nabil Almunawar
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Meryeme Bouargan: University of Brunei Darussalam, Gadong, Brunei
Rabi'atul Adawiyah Haji Abd Halim: University of Brunei Darussalam, Gadong, Brunei
Nuruljannah Haji Husaini: University of Brunei Darussalam, Gadong, Brunei
Nor Azeem Jusniah: University of Brunei Darussalam, Gadong, Brunei
Nur Hazwani Masturah Haji Ahmad: University of Brunei Darussalam, Gadong, Brunei
Mohammad Nabil Almunawar: University of Brunei Darussalam, Gadong, Brunei

International Journal of Asian Business and Information Management (IJABIM), 2020, vol. 11, issue 1, 142-163

Abstract: This research examines the factors that contribute to the utilization of social media by the small and medium-sized enterprises (SMEs) operating in the food industry in Brunei Darussalam. It also investigates how social media provides opportunities to SMEs. This research was done using a quantitative method through primary research that was focused on small and medium-sized food vendors in Brunei Darussalam. Survey questions were distributed to food SMEs and vendors, who use social media to assist them in conducting their business, to serve as a guideline to understand how social media networks can lead to positive business outcomes and how understanding key factors may lead to optimizing product portfolios and to discover new opportunities for their business to expand. Based on the authors' research, cost effectiveness was found to influence social media usage among the small and medium food vendors in Brunei. Factors such as trust, interactivity and compatibility, however were not found to be the factors influencing the utilization of social media.

Date: 2020
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