TITLE:
Literature Review on the Factors Influencing the Usage of Social Media among Entrepreneurs in Malaysia
AUTHORS:
Noor Aziah Abu Bakar, Ahmad Fauzi Ahmad Zaini
KEYWORDS:
Performance Expectancy, Social Influence, Facilitating Condition, Propensity to Sharing Information, Viral Marketing Expectancy, Fear of Pandemic, Social Media Usage
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.10 No.1,
January
27,
2022
ABSTRACT: The conceptual study is to demonstrate the progress of the discussions
between performance expectancy, social influence, facilitating condition,
propensity to sharing information, viral marketing expectancy and fear of
pandemic as influencing factors toward social media usage among entrepreneurs.
Social media usage becomes the focus of researchers and organization, because
of the effectiveness and efficiency of social media as a marketing tool in the
business environment. Logically, variables (performance expectancy, social
influence, facilitating condition, propensity to sharing information, viral
marketing expectancy and fear of pandemic) may influence social media usage as
a marketing tool to help entrepreneurs gain competitive edges, build relationship with customers and build business
presence in the market. However,
previous studies on the relationship between performance expectancy, social influence, facilitating condition, propensity to sharing information,
viral marketing expectancy and fear of pandemic and social media usage as a
marketing tool are very limited. This preliminary study aims to answer what
factors may influence the entrepreneur’s social media usage and find the most
significant factors that can contribute towards the usage of social media as marketing
tool in Malaysia.