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Utilisation of Social Media by Micro, Small and Medium Enterprises in Brunei Darussalam

Author

Listed:
  • Nasshata Fatiha A. Hashim

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

  • Siti Kamaliah Alek

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

  • Khairunnisa Nurasikin Asmali

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

  • Rafidah Rosli

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

  • Nurliyana Amalina R. A. Halim

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

  • Mohammad Nabil Almunawar

    (School of Business and Economics, Universiti Brunei Darussalam, Brunei Darusssalam)

Abstract

Social media has increasingly become the new platform for conducting business activities, especially amongst Micro, Small and Medium Enterprises (MSMEs) on account of its practicality, relatively low costs, accessibility, and flexibility. Social media has transformed the business-to-customer relationship with regards to the empowerment of both sides of the relationship through increased participation, interaction, communication and most importantly, the control of information. This paper focuses on two social media platforms, namely Instagram and Facebook, in identifying the factors that promote the usage of social media by MSMEs in doing business activities. Based on the four objectives and hypotheses proposed in this study, an electronic questionnaire was conducted to find out how the effectiveness and interactivity factors significantly influence the use of social media and how social media will contribute to organisational performance and thus serve as competitive advantages for MSMEs in the context of Brunei Darussalam.

Suggested Citation

  • Nasshata Fatiha A. Hashim & Siti Kamaliah Alek & Khairunnisa Nurasikin Asmali & Rafidah Rosli & Nurliyana Amalina R. A. Halim & Mohammad Nabil Almunawar, 2021. "Utilisation of Social Media by Micro, Small and Medium Enterprises in Brunei Darussalam," International Review of Management and Marketing, Econjournals, vol. 11(1), pages 8-20.
    • Handle: RePEc:eco:journ3:2021-01-2
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    References listed on IDEAS

    as
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    3. Ana Raluca CHIOSA, 2014. "Word Of Mouth On Social Media," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 6, pages 37-42, December.
    4. Walid A. Nakara & Fatim-Zohra Benmoussa & Annabelle Jaouen, 2012. "Entrepreneurship and social media marketing: evidence from French small business," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 386-405.
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    More about this item

    Keywords

    MSMEs; Social Media; Interactivity; Effectiveness; Organisational Performance; Competitive Advantage;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior

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