The Adoption of Social Media as Marketing Tools: Case Small and Medium Enterprises in Brunei Darussalam

Literature Review

Social media is a platform that provides high interactivity with their users. Some examples of social media are WhatsApp, Twitter, Facebook and Instagram. With the current Brunei economy is still in recovering process, companies are being cautious in utilising effective techniques to channel their businesses to their potential and current customers. Many companies regard social media as an effective channel in spreading word-of-mouth (Cohn, 2010). In addition, social media offer companies to implement business practices such as brand building through distributing photos and videos (Billore & Sadh, 2015).

For SMEs social media offer numerous utilitarian benefits. It requires low IT skills and minimal costs to utilize social media. Apart from that, incorporating social media to business processes enables SMEs to promote their products and services, manage their business reputation, and reach various market niches to amplify business’ popularity (Billore & Sadh, 2015). On that account, this produce an effective marketing tool for SMEs in achieving their business goals, developing relationship, gaining loyalty and trust along with obtaining feedback with customers.