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Instagram as a Marketing Tool for Small and Medium Enterprises

Author

Listed:
  • Zuraini Harun

    (University of Malaya, Kuala Lumpur, Malaysia)

  • Farzana Parveen Tajudeen

    (University of Malaya, Kuala Lumpur, Malaysia)

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.

Suggested Citation

  • Zuraini Harun & Farzana Parveen Tajudeen, 2020. "Instagram as a Marketing Tool for Small and Medium Enterprises," International Journal of Technology Diffusion (IJTD), IGI Global, vol. 11(3), pages 48-59, July.
    • Handle: RePEc:igg:jtd000:v:11:y:2020:i:3:p:48-59
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJTD.2020070103
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    Cited by:

    1. Rui Ma & Jacob Cherian & Wen-Hsien Tsai & Muhammad Safdar Sial & Li Hou & Susana Álvarez-Otero, 2021. "The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory," Sustainability, MDPI, vol. 13(9), pages 1-17, April.

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