Instagram as a Marketing Tool for Small and Medium Enterprises

Zuraini Harun and Farzana Parveen Tajudeen
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Zuraini Harun: University of Malaya, Kuala Lumpur, Malaysia
Farzana Parveen Tajudeen: University of Malaya, Kuala Lumpur, Malaysia

International Journal of Technology Diffusion (IJTD), 2020, vol. 11, issue 3, 48-59

Abstract: Technological changes have transformed traditional marketing methods. Instagram is one of the social media platforms which enables companies to reach their target groups of customers by means of a visual approach. Instagram is a popular social media application among Malaysians. With the growing popularity of Instagram and its potential to help businesses, this study aims to investigate the Instagram adoption among Malaysian small and medium enterprises (SMEs). A survey method was used to collect data. The results of the study found that relative advantage and collaboration are the significant dimensions influencing the adoption of Instagram. The study also found technology strategy as a significant moderator between relative advantage, interactiveness, collaboration, and Instagram adoption among SMEs. This study enhances the current knowledge on social media especially highlights the importance of Instagram as an excellent tool for marketing.

Date: 2020
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