The effect of social media as marketing tool on sales performance of SMEs in Malaysia
This study examines the effect of social media marketing on the sales performance of small and medium enterprises (SMEs) in Malaysia. The data were gathered from 308 business owners. The independent variables are brand awareness, engagement, word-of-mouth, content sharing, and conversion, while the...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
UNITAR International University
2023-06-01
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| Series: | Asian Journal of Social Science Research |
| Subjects: | |
| Online Access: | https://ajssr.unitar.my/doc/vol5i1/23050106.pdf |
| _version_ | 1797789215930449920 |
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| author | Hanifah Moksin Darren Koay Donq Yew Douglas Soo Hye Chuan Hafiz Mohamed Said Mohd Faizol Musa Muhamad Raznaufal Mohd Radzi |
| author_facet | Hanifah Moksin Darren Koay Donq Yew Douglas Soo Hye Chuan Hafiz Mohamed Said Mohd Faizol Musa Muhamad Raznaufal Mohd Radzi |
| author_sort | Hanifah Moksin |
| collection | DOAJ |
| description | This study examines the effect of social media marketing on the sales performance of small and medium enterprises (SMEs) in Malaysia. The data were gathered from 308 business owners. The independent variables are brand awareness, engagement, word-of-mouth, content sharing, and conversion, while the dependent variable is sales performance. Cronbach’s alpha was used to assess the reliability of the variables. Correlation and regression analysis were conducted to determine the relationship between the variables. Brand awareness, engagement and word-of-mouth do not affect sales performance, which does not support hypotheses (p > 0.05). On the other hand, content sharing and conversion positively and significantly affect sales performance. The present study has contributed to the existing body of literature by providing insights into the effect of social media marketing on the sales performance of SMEs in Malaysia. This research recommends conducting a subsequent investigation on the obstacles associated with the execution of social media marketing, such as time constraints, limited resources, and lack of expertise. |
| first_indexed | 2024-03-13T01:47:34Z |
| format | Article |
| id | doaj.art-68559b38b1f94958b6938f0c1c41a9bd |
| institution | Directory Open Access Journal |
| issn | 2600-9706 |
| language | English |
| last_indexed | 2024-03-13T01:47:34Z |
| publishDate | 2023-06-01 |
| publisher | UNITAR International University |
| record_format | Article |
| series | Asian Journal of Social Science Research |
| spelling | doaj.art-68559b38b1f94958b6938f0c1c41a9bd2023-07-03T04:31:00ZengUNITAR International UniversityAsian Journal of Social Science Research2600-97062023-06-01516474https://doi.org/10.5281/zenodo.8088977 The effect of social media as marketing tool on sales performance of SMEs in MalaysiaHanifah Moksin0Darren Koay Donq Yew1Douglas Soo Hye Chuan2Hafiz Mohamed Said3Mohd Faizol Musa4Muhamad Raznaufal Mohd Radzi5UNITAR International University, MalaysiaUNITAR International University, MalaysiaUNITAR International University, MalaysiaUNITAR International University, MalaysiaUNITAR International University, MalaysiaUNITAR International University, MalaysiaThis study examines the effect of social media marketing on the sales performance of small and medium enterprises (SMEs) in Malaysia. The data were gathered from 308 business owners. The independent variables are brand awareness, engagement, word-of-mouth, content sharing, and conversion, while the dependent variable is sales performance. Cronbach’s alpha was used to assess the reliability of the variables. Correlation and regression analysis were conducted to determine the relationship between the variables. Brand awareness, engagement and word-of-mouth do not affect sales performance, which does not support hypotheses (p > 0.05). On the other hand, content sharing and conversion positively and significantly affect sales performance. The present study has contributed to the existing body of literature by providing insights into the effect of social media marketing on the sales performance of SMEs in Malaysia. This research recommends conducting a subsequent investigation on the obstacles associated with the execution of social media marketing, such as time constraints, limited resources, and lack of expertise.https://ajssr.unitar.my/doc/vol5i1/23050106.pdfsocial media marketingsmall and medium enterprisessales performance |
| spellingShingle | Hanifah Moksin Darren Koay Donq Yew Douglas Soo Hye Chuan Hafiz Mohamed Said Mohd Faizol Musa Muhamad Raznaufal Mohd Radzi The effect of social media as marketing tool on sales performance of SMEs in Malaysia Asian Journal of Social Science Research social media marketing small and medium enterprises sales performance |
| title | The effect of social media as marketing tool on sales performance of SMEs in Malaysia |
| title_full | The effect of social media as marketing tool on sales performance of SMEs in Malaysia |
| title_fullStr | The effect of social media as marketing tool on sales performance of SMEs in Malaysia |
| title_full_unstemmed | The effect of social media as marketing tool on sales performance of SMEs in Malaysia |
| title_short | The effect of social media as marketing tool on sales performance of SMEs in Malaysia |
| title_sort | effect of social media as marketing tool on sales performance of smes in malaysia |
| topic | social media marketing small and medium enterprises sales performance |
| url | https://ajssr.unitar.my/doc/vol5i1/23050106.pdf |
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