MARKETING VIA SOCIAL NETWORK: THE FUTURE FOR HOME-BASED BUSINESS IN MALAYSIA

Nor Izawaty Md Nor and Aye Aye Khin
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Nor Izawaty Md Nor: Graduate School of Management, Management and Science University (MSU), University Drive, Off-Persiaran Olahraga, Section 13, 40100, Shah Alam, Selangor Darul Ehsan, Malaysia.
Aye Aye Khin: Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Bandar Sungai Long, 43000, Kajang, Selangor Darul Ehsan, Malaysia.

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Abstract: Online business is no longer a new phenomenon in Malaysia but has become a business trend. Due to capital constraints, the home-based business has taken the initiative to market their business through social networks. So more people in this country are get involved in the online business with just running a home-based business. This study is done to see the views of social networks users on the Marketing Home-Based Businesses. This study was to examine the relationship between the consumer behavior and the use of internet, online business, social networks and business strategies by home-based business. Besides then this study is wanted to see the relationship between Consumer Behaviors and Marketing Home-Based Businesses through social network. The survey was conducted in the Klang Valley area and involved 100 respondents aged 21 years and above. Structural equation modeling was used to test the hypothesis. Results found that there were impacts on consumer behavior by several factors such as the use of online business, social network usage and business strategy. While Marketing Home-Based Business also depends on the factor of consumer behavior. The conclusions of this study found that home-based business has a bright future and good potential to move forward in the business. This study suggested that home-based business must be given a basic business marketing course and legal guidance to more professionally and ethical manner by government or private entity.

Date: 2015-10-31
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Published in Journal of Global Economics, Management and Business Research, 2015, 6 (1), pp.14-23

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