Instagram marketing: Understanding the adoption factors for small and medium enterprises
Document Type
Article
Publication Date
1-1-2021
Abstract
The emergence of social media has changed traditional marketing approaches which need to be reviewed to accommodate today’s world. This includes small and medium enterprises (SMEs) which tend to have limited marketing and advertising budgets. In line with this, Instagram is a perfect alternative marketing channel because it is effective and low costing. Taking into account the immense potential of Instagram for businesses, this study examines the factors that influence the SMEs intention to adopt Instagram as a marketing channel. A survey of 154 SME companies in Malaysia was conducted. The theoretical framework used was based on the technology, organisation and environment (TOE) framework. The outcome of this study helps marketing managers and organisations’ top management to better understand the potential of Instagram as a marketing channel, and the factors that need to be considered for its adoption. Copyright © 2021 Inderscience Enterprises Ltd.
Keywords
Advertising, Benefits, Business, Instagram, Low cost, Malaysia, Marketing, Small and medium enterprises, SMEs, Social media, Technology organisation and environment, TOE
Divisions
Faculty_of_Business_and_Accountancy,Operations_and_Management_Information_Systems
Publication Title
International Journal of Internet Marketing and Advertising
Volume
15
Issue
5-6
Publisher
Inderscience Publishers